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ASK Italian, the casual dining group with a focus on connecting people and communities, has launched its new ‘Friendsday Wednesday’ campaign across all 66 of its restaurants. Every Wednesday, ASK Italian is giving everyone who walks through their door the chance to get a free portion of their Dough Bites starter*.  This promotion is part of its wider Feeding Friendships initiative, which encourages good friendships to be formed over great food.

The campaign launch follows findings from a new nationwide study commissioned by ASK Italian that revealed 41 per cent of Gen Z and millennials find it hard to meet new friends in real life, with 59 per cent wishing they could spend more time with their mates than they do now. The average Gen Z and Millennial has just six people in their life that they truly click with, despite having amassed an average of 615 followers online.

Based on these findings, ASK Italian is on a mission to combat the issue, by bringing friends together, and encouraging new ones too, by providing a great space to nurture in-person connections.

Via a full 360 multichannel campaign that includes digital, press, influencer and podcast media ads, ASK has launched its new ‘Friendsday Wednesday’ offer to drive midweek footfall alongside wider brand awareness amongst Gen Z and millennial audiences.  To complement the initiative, campaign POS will be placed in all restaurants, as well as a collaborative launch event, hosted with national media partner, LuxeGen, to extend ASK’s messaging far and wide.

Caitlin Hoey, Senior Brand Manager, ASK Italian, said: “Our Friendsday Wednesday campaign is important to us at ASK, aligning to our brand that values connections between people and communities.  61% of Brits see sharing a meal with a friend as one of the best ways to reconnect, and our restaurants are the perfect place to forge real-life connections, away from a screen”.

“The research we commissioned showcases the intricacies of modern adult friendship and why our new Friendsday Wednesday campaign is so key. We are investing in this initiative, which will become a core, ownable campaign for us. We want to help friends to make time for each other and tackle loneliness by catching up mid-week.”

To redeem free dough bites, You Just Have to ASK for the ‘Friendsday Wednesday’ offer before ordering.