campaign includes a new tagline, "Chilin' Since '75'," as Chili's
highlights its history and moves away from the often-used food
close-up shots seen for the past couple of years in its "Fresh is
Happening Now" campaign. Both efforts are from longtime agency
time the category advertising, casual dining advertising in
particular, started to blend and look very similar,"
said Chili's SVP-Chief Marketing Officer Krista Gibson. "Lots
of shots of fresh ingredients and lots of shots of food. We just
felt like our creative and our campaign wasn't breaking
Chili's is revisiting the '70s as it tells a part of the chain's
origin story and mixes in current details, including a smaller dose
of shots of new burgers and other fare.
started by hippies -- hamburger hippies," Ms. Gibson
three commercials in the campaign use songs from the 1970s, a nod
to Chili's start in Dallas in 1975: "Slow Ride" by Foghat, "Ooh La
La" by The Faces, and "Tush" by ZZ Top. The chain will also start
playing mostly '70s music in its restaurants, rather than a mix
heavy with pop and current hits, to continue the feel of the
The idea continues in another more current way,
as Chili's makes its debut on Snapchat with retro-themed
actually was started by a couple of guys and some authenticity is
never a bad thing in this increasingly manufactured world that we
live in," said Hill Holliday Chief Creative Officer Lance
Jensen. "We wanted it to feel like it's true but it's also
not trying so hard."
In planning for the new campaign, Ms. Gibson said Doug
Brooks, who joined Chili's in 1978 and went on to become Chairman,
President and CEO of Chili's parent company Brinker International
Restaurants, met with people at the company and agency to share
stories, details and pictures that helped inspire the work.