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.