Chili’s gets into wedding catering after bride’s all-Chili’s menu goes viral

Mischief organizes contest offering free catering to first three couples to propose at at a Chili’s restaurant

Published On
Jun 01, 2023
Clips from Madison Mulkey's TikToks

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If you’re a bride on a budget, you can bless your f*ing Chili’s for being able to feed your entire wedding party for less than $2,000.

A bride in Georgia did just that last month, revealing on TikTok how she ordered a Chili’s party platter for her big day—and ended up paying just $1,950 for 99 guests (that’s less than $20 per guest). Just days later, Chili’s—with help from agency Mischief—has announced a contest where the first three couples to propose at at a Chili’s restaurant will get their wedding fully catered for free by the chain.

Here is Madison Mulkey’s TikTok that went viral, with over 2 million views to date:

@brideisapersonality So happy we did this!! #greenscreen #bride #bridetok #weddingtok #bridal #wedding #2023bride #2024bride #2023wedding #weddingwardrobe #weddingideas #weddingplanning #bridalcontentcreator #brideisapersonality #chilis #weddingfood #weddingcaterer #budgetbride ♬ original sound - MADISON MULKEY

Mischief said it first discussed the bride’s story with Chili’s last Tuesday (May 23), presented ideas Wednesday and produced the campaign through the weekend and early this week. It went live on Wednesday (May 31).

“In light of recent events, specifically a wedding in Savannah, Ga., which was entirely catered by Chili’s, we decided that we’re just gonna lean into this whole wedding catering thing,” Chili’s said in social media. 

“We’re all about making everyone feel special, and what better way to do this than on a couple’s wedding day,” said Jesse Johnson, VP of marketing at Chili’s. “With our party platters of Crispy Chicken Crispers and sizzling fajitas, something tells us their guests will enjoy a special dinner and a break from the expected.”

Couples looking to score the free catering must film their proposal at a Chili’s restaurant, post it to TikTok and tag Chili’s. And it looks like at least one couple has already done so:

@ashleymcfaddenn @Chili’s Grill & Bar We’re getting married and we want Chili’s to cater!! 💍🤍🌶️ #chilisproposal ♬ original sound - Chili’s Grill & Bar

In addition to the catering contest, Chili’s also rewarded Mulkey directly by purchasing all the remaining items on her wedding registry.

The campaign is typical of Mischief’s approach, as the agency is known for monitoring cultural tides and helping brands respond quickly. Its best-known effort in that regard is the “Bless Your F*cking Cooch” campaign for eos, which also started as a response to a superfan on TikTok.

Check out two more videos from Mulkey below, where she shows off some of the Chili’s food at her wedding—and also talks about DM-ing with Chili’s about the whole adventure.

@brideisapersonality It was 🤌🏼 #bride #bridetok #weddingtok #bridal #wedding #2023bride #2024bride #2023wedding #weddingwardrobe #weddingideas #weddingplanning #bridalcontentcreator #brideisapersonality #chilis #weddingfood #greenscreen ♬ original sound - MADISON MULKEY
@brideisapersonality We are so grateful! Thank you @Chili’s Grill & Bar ❤️ #greenscreen #bride #bridetok #weddingtok #bridal #wedding #2023bride #2024bride #2023wedding #weddingwardrobe #weddingideas #weddingplanning #bridalcontentcreator #brideisapersonality #chilis #weddingregistry #weddingfoood #weddingvendor ♬ original sound - MADISON MULKEY


Jun 01, 2023
Client :
Agency :
George Felix
VP of Marketing :
Jesse Johnson
Director of Digital Advertising :
Luz Bickert
Associate Social Media Manager :
Jack Hailey
PR Manager :
Jake Young
CCO & Co-Founder :
Greg Hahn
President & Partner :
Kerry McKibbin
Head of Strategy & Partner :
Jeff McCrory
ECD & Partner :
Bianca Guimaraes
ECD & Partner :
Kevin Mulroy
Copywriter :
Patrick LaBelle
Art Director :
Kaitlin Kehoe
EVP Head of Production :
Will Dempster
Managing Director :
Tyler Harris
Account Director :
Diana Baran
Account Executive :
Ariana Revelas
Head of Development & Partner :
Oliver McAteer
Film Production Company :
Strike Anywhere
Director :
Pete Marquis
Executive Producer :
Victoria Guenier
Producer :
Adam Lawson
Post :
Good Behavior
Editor :
Mitch Herndon

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