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'Baby Back’ jingle from Chili's returns in its earworm glory for restaurant’s menu rebranding campaign

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By Kyle O'Brien, Creative Works Editor

October 3, 2017 | 3 min read

If you remember the “I want my baby back, baby back, baby back…” jingle for the Chili’s chain’s ribs, you probably couldn’t get it out of your head. Now, the jingle is back, but now it’s about more than just ribs to reflect Chili’s Grill & Bar’s new ‘less is more’ menu.

Chilis

Chili's 'baby back' jingle is back in new campaign

A new campaign from O’Keefe Reinhard & Paul plays to the music, literally, leveraging the iconic tune that was introduced 19 years ago as it lets consumers know about Chili’s refocused, slimmed down menu.

“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,” said Steve Provost, chief marketing and innovation officer of Chili’s. “But we didn’t just want to revive the original jingle, we wanted to let our guests know that Chili’s is back and better at what we’ve always done best – serving quality burgers, ribs and fajitas, washed down with a cold margarita.”

According to OKRP’s chief creative officer, Matt Reinhard: “To break out of the casual dining ‘sea-of-sameness’ advertising rut, we needed to chart a more unconventional course. We shot our food like fashion and sang our news through song. Why behave like everybody else when we can leverage a true brand equity with an authentic brand voice? 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.”

The campaign launches today (Oct. 3) with 15-second national TV spots, a variety of 15- and 6-second videos and companion banners, plus 30-second radio spots as well as social, web and email elements.

Chili's Grill & Bar: advert-body-3 by O'Keefe & Reinhard & Paul

By Chili's Grill & Bar

Overall Rating 5/5

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