Chili's Bar & Grill: Chili's Baby Back Ribs

This case study explains how Chili's Bar & Grill, an American restaurant chain, used a video of an old jingle to engage millennials.

Chili's Bar & Grill: Chili's Baby Back Ribs

Karlin McGinness

Campaign details

Brand: Chili's Bar & GrillBrand Owner: Brinker InternationalLead agency: IMMCountry: United StatesIndustry: Restaurants & takeawaysChannels used: Online display, Online video, Social media, Word of mouth, advocacyBudget: Up to 500kCategory: Effective Channel Integration

Executive summary

Chili's Grill & Bar's legendary menu consists of fajitas, burgers, ribs, margaritas and more. For their 40thanniversary they wanted to bring back the iconic 'Baby Back Ribs' jingle to generate buzz and encourage consumers to visit Chili's....

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