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OKRP
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34.7MM

Media Impressions

51.2MM

Organic Impressions

+20 pts

Brand Sentiment

How we
popped up Chili's
at "The Office"

Chili’s might have felt content when we reignited sales and drove traffic to historic highs with our 2017-2018 “Chili’s Is Back, Baby” campaign...

But OKRP knew that true turnaround meant more than just delivering on successful business metrics. When one of our creatives happened upon an Office-themed pop-up event in Chicago, we saw an opportunity to take Chili’s beyond just restaurants and into the cultural conversation.

Together, OKRP and Chili’s took over the event, recreating the beloved “Dundies Awards” episode, complete with actual Chili’s booths and décor. Our in-house comedy writers— along with a hand-picked cast from the famous Second City theatre—wrote, staged and acted out the “Dundies” award ceremony, handing out official trophies, Chili’s swag, gift cards and more.

The sold-out event got coverage from Food & Wine, Esquire, The Today Show and 13 other news and entertainment outlets, totaling 34.7MM impressions. Social media buzzed about Chili’s, garnering 51.2MM organic impressions. And after the event, net brand sentiment stood at 92%, a 20-point jump from typical levels.

OKRP was able to showcase Chili’s brand personality and actively demonstrate that yep, they “are back, baby” in more ways (and places) than ever before.

Principles

“Sales today, brand today“ is our belief – you can see it in our model and feel it in our work. It starts with our overall position of “Big Brand Creativity; Startup Ingenuity” and delivered in each of our four unflinching principles:

1

Be nimble, be quick, be prolific.

To be adaptable and relentlessly productive in every aspect of operation – this is how OKRP meets the momentum of creativity in today’s volatile social and digital world.

2

Practice the “high art of selling.”

OKRP believes that everything should come with a commitment to sell and a retail sensibility, regardless of category. Where others try to hide the product and sell, they paint it a bright color. Where others shy away, they sing.

3

Put the “agent” in advertising agency.

The advertising equivalent of having multiple logos before a Hollywood film’s title – OKRP has developed strong working partnerships with some of the best creative, strategic, digital and media resources in the business today. It’s a new model approach to brand stewardship and collaboration that puts the best team together for the job.

4

Have Soul.

When people talk about great work by saying “I’ll know it when I see it,” OKRP believes what they really mean to say is “I’ll know it when I feel it.” That feeling is SOUL – and that’s the only kind of work O’Keefe Reinhard & Paul is interested in creating.