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.