Dive Brief:
- Chili’s Grill & Bar has enlisted pop star Lizzo to remake its iconic Baby Back Ribs jingle, per details shared with Marketing Dive. My Chili’s rewards members can enter to win a signed T-shirt and Lizzo concert tickets as part of the tie-up.
- In a hero video, Lizzo says she would never sing the jingle — until she hears the fee and changes her tune. The artist is then featured in a remake of a classic Chili’s spot that turns into a full-blown performance. The video ends with Lizzo sitting next to a novelty check, dabbing her mouth with cash and calling the ad “tasteful.”
- Chili’s latest cultural play spotlights its recently upgraded ribs and comes several years after the chain tapped Boyz II Men to remix the tune in an effort to double down on ‘90s nostalgia.
Dive Insight:
Chili’s Baby Back Ribs jingle is back again as the chain looks to tap into nostalgia for some of its most memorable marketing, but with an eye toward modern audiences. While a 2023 effort saw Chili’s team with Boyz II Men for a throwback R&B take on the earworm, the latest campaign features a contemporary artist, with Lizzo co-writing and co-producing this version.
The four-time Grammy Award winner, whose new album drops on June 5, is a noted fan of Chili’s. She previously donned a version of the melty mozzarella stick costume that the chain has sold around Halloween. In the new video, Lizzo has some tongue-in-cheek fun with the idea of brand-celebrity collaborations before giving it her all — including playing a flute custom-designed to resemble a baby back rib.
“When we refreshed our ribs, our goal was to give guests more of what they love without straying too far from where we started,” said Chili’s CMO George Felix in a statement. “And 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. Lizzo nailed it by bringing something familiar and beloved into the moment with her signature creativity and energy.”
Lizzo recorded both the new version and an acapella take on the jingle, which are both on YouTube. There is no paid media behind the effort. Members of the chain’s rewards program can enter an exclusive sweepstakes for a limited-edition T-shirt signed by Lizzo and two tickets to her upcoming tour.
Chili’s marketing has continued to balance value offerings and food innovations with pop culture nostalgia and competitive sparring. The chain last month launched an immersive pop-up experience, Chili’s Big Crispy Food Court, that enlisted consumers to serve as the jury in the case of which chain as a better crispy chicken sandwich, Chili’s or McDonald’s.
Chili’s delivered its 20th consecutive quarter of same-store sales growth in fiscal Q3 2026, and has frequently attributed part of its success to marketing overseen by Felix. The executive in March was elevated to executive vice president and CMO for the overall Brinker International business, which also includes Maggiano’s Little Italy.
