Not Just Ribs: Chili's New Ad Campaign Promotes Brand's Makeover

Chili’s is launching its first campaign from new ad agency O’Keefe Reinhard & Paul (OKRP), which features an updated version of the dining chain’s Baby Back Ribs jingle. OKRP won the account in July.

The revised jingle is designed to remind customers that Chili’s has more to offer than ribs, emphasizing menu options that include quality burgers, fajitas and margaritas. The accompanying images in the new campaign are shot in high resolution to mimic fashion advertising instead of food advertising.

“We admit that as a brand, we lost our way a bit and needed to take a step back to successfully move forward -- which for us, included going back to our roots and revisiting our iconic jingle that was once on everyone’s lips,” stated Steve Provost, chief marketing and innovation officer, Chili’s.



The campaign kicks off with seven new TV spots to air nationally across cable nets, including Bravo, Discovery, E!, FX, HGTV, and Food Network, as well as across broadcast networks.

A variety of  online videos and companion banners will run across Hulu, Roku, Facebook, Instagram, and YouTube.

Two new radio spots will air nationally on terrestrial and streaming services Spotify and Pandora.

The campaign will also be extended across Chili’s website, social media, PR, and email channels.

Spots also support Chili's revamped in-dining experience. The company cut its menu options by 40% and invested millions to improve the quality of its three core menu items.

"Why behave like everybody else when we can leverage a true brand equity with an authentic brand voice?" said Matt Reinhard, chief creative officer, OKRP. "We developed an idea that literally sang our story – that a brand-new Chili’s is back, employing a tune that audiences will instantly connect with the brand.”

Parent company Brinker International spent around $129 million advertising its Chili's brand in the U.S. last year, according to Kantar Media.

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