Chili’s finally gets Boyz II Men to sing its baby back ribs jingle

Chili’s just can’t quit on its most famous jingle. The restaurant chain is again bringing back the “I want my baby back, baby back, baby back” earworm—this time with a little help from Boyz II Men. The group sings the tune as part of a new campaign that leans into 1990s nostalgia. The Chili’s tune was first used in 1986, but the ’90s version is what caught fire. It was emblematic of Boyz II Men’s singing style, leading many people to believe they were the original vocalists of the tune. The group’s fourth album came out in 1997, the same year Chili’s ran a campaign with the current version of the song. The latest campaign lets fans finally hear their version. “This was an unforeseen connection that bonded us to Chili’s and the jingle that year,” Boyz II Men said in a statement. “It feels natural for us to rerelease the Baby Back Ribs Jingle and pay homage to Chili’s legendary menu item in a nostalgic way.” Mischief handled the campaign. “The ’90s are having a moment and we’re seeing a huge resurgence there and tie back to this nostalgic moment for our guests,” said George Felix, Chili’s chief marketing officer. “For this version, we really wanted to honor the song and lean into all the things that made it great—including the era it was made.” The casual dining brand is always looking for ways to celebrate fan-favorite items that aren’t a part of Chili’s “core four” of burgers, fajitas, chicken tenders and margaritas, he added. The ads will run across streaming services, online and social media throughout November. Fans can also use TikTok’s duet feature to make their own versions of the jingle. The jingle has been used in various versions on and off for years, including an NSYNC spin in 2002, a 2009 campaign promoting a new version of the ribs and pop culture shout-outs including renditions in “Austin Powers: The Spy Who Shagged Me” and “The Office.” Musicians and diners recreated the tune in 2015 in honor of the chain’s 40th anniversary. Chili’s last used the jingle in 2017 after slimming down its menu and even discounting prices. Earlier this year Chili’s teamed up with Brian McKnight on a version of his 1999 hit “Back at One” that promoted its “3 for Me” value offer. The chain has ramped up marketing efforts in the last year to spur demand as it deals with consumer spending cutbacks and high food prices. Chili’s advertising has been focused on its “core four” menu items, Fellix said during Ad Age’s Business of Brands event last week. “We've now had three runs of different six-week runs on national TV over the last year. And it’s just great to see the response,” he said. “We’re seeing it in our numbers. We’re seeing it in terms of foot traffic back into our restaurants and our sales performance.” Chili’s comparable restaurant sales grew 6% in the fiscal first quarter ended Sept. 27. See all of Ad Age’s Breakout Brand Leaders here

Chili’s finally gets Boyz II Men to sing its baby back ribs jingle

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