On the heels of a twelve-month sales slump that saw Chili’s drowning in the casual dining category’s “sea of sameness,” the 42-year old restaurant chain needed to boost sales or risk closing some stores.
But Chili’s had news to share—they’d done a massive kitchen overhaul, cutting half their menu to increase efficiency. They’d gotten back to their roots in great food and they could promise again it’d be at the table fast and hot. It was time to repaint this classic brand in bold, bright colors. Time to stand out, stand up, and say emphatically that Chili’s food is better, in the most distinct, ownable way possible. And we did just that.
Except we stood up and sang it.
With a customized tour de force of writers, musicians and voice talent, OKRP took the legendary “Baby Back Ribs” jingle and updated it for today’s consumer. The result? A relentlessly catchy campaign that popped with graphics and pointed to Chili’s history, their new menu, featuring more value than ever.
And while we sang, the needle danced, leading to both a sales and traffic turnaround, as well as growth in Chili’s To-Go business and increased organic search activity.