Chili's found a brand spokesperson who also happens to be a self-described superfan.
The casual dining chain has partnered with four-time Grammy Award-winning artist Lizzo to reimagine its iconic Baby Back Ribs jingle.
The collaboration includes two versions of the song, one of which is a full remix co-written and co-produced by Lizzo, and the other an a cappella rendition of the original.
The campaign comes on the heels of a real product upgrade.
Chili's recently revamped its Baby Back Ribs to include meatier, full- or half-rack portions with up to 50% more ribs, finished with a new caramelized barbecue sauce crust.
The brand reports that rib orders have climbed since the menu change, which gave the marketing team a concrete story to build around.
"Weekends at Chili's were a huge part of my childhood, and I've stayed a fan," Lizzo said.
"So when they reached out about collaborating, I couldn't say yes fast enough."
Meanwhile, Chili's CMO George Felix believes the true challenge of the campaign lay in making sure it respected what the jingle already means to people.
"With a jingle that has lived in pop culture for decades — in movies, on TV, and in people's heads — we knew the refresh had to do it justice," Felix said.
"Lizzo nailed it by bringing something familiar and beloved into the moment with her signature creativity and energy."
The choice of Lizzo is a textbook example of celebrity marketing done with a person who genuinely aligns with the brand.
She came into the project as a star but also an actual customer, making for a distinction that tends to read differently on screen.
Inside the Spot and Fan Giveaway
The nostalgia-pilled music video reels in fans both old and new.
It contains shot-for-shot references to the original commercial that first lodged "I want my baby back, baby back…" in the American consciousness.
It takes a turn into distinctly Lizzo territory when she pulls out a custom flute that looks exactly like a Baby Back Rib, nodding to her background as a classically trained flautist.
Then, the "Juice" singer delivers an all-new verse that plays with what "baby back, baby back" can mean.
Both versions are now live on YouTube.
Apart from the content itself, the campaign includes a loyalty activation where My Chili's Rewards members can enter a giveaway for a limited-edition T-shirt signed by Lizzo and a Chili's gift card.
The timing also works in the brand's favor.
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Lizzo recently released the title track to her forthcoming album, which drops June 5.
This allows Chili's campaign to ride alongside the organic wave of artist hype building up toward the release.
What Brands Can Learn From Authentic Fan Partnerships
The Baby Back Ribs Jingle is one of the most enduring pieces of restaurant marketing in American pop culture.
It dates back to 1996, when it first aired as part of a Chili's television campaign.
Since then, it's been referenced in films, television shows, and online conversations for over three decades, outlasting entire brand identities that came and went in the same period.
This is what makes the Chili's-Lizzo campaign worth examining.
Here are some takeaways for marketers watching this campaign:
- Start with the fan, not the reach: Lizzo's history with Chili's gave the partnership a legitimacy that a purely transactional deal rarely produces.
- Tie campaigns to real product news: The jingle refresh would have felt hollow without an actual product upgrade behind it. The ribs story gave the campaign a reason to exist beyond just nostalgia.
- Loyalty activations increase campaign shelf life: The My Chili's Rewards giveaway keeps the campaign alive even past the music video hype.
A brand's strongest marketing asset is often something it already owns.
In Chili's case, it's a jingle that's lived in people's heads for decades.
Our Take: When is a Jingle Worth Bringing Back?
Most brands would trade anything for the kind of pop culture status the Baby Back Ribs jingle has achieved over the decades.
It was now up to Chili's to honor that legacy without breaking it.
And you can see from the creative how much respect the restaurant chain has for the work it made decades ago.
The shot-for-shot references, the a cappella version, and the deliberate call-backs all signal that the brand knows what it has.
And with Lizzo's involvement, it makes the whole thing feel current without forcing it.
Recently, Liquid I.V. launched a music-led campaign starring the British girl group FLO to push its "Hydration Multiplier Sugar-Free Ring Pop Cherry."
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