Chili's Reworks Classic Baby Back Ribs Anthem with Boyz II Men

Article Brief:

Chili’s has brought back its iconic Baby Back Ribs jingle with the aid of Grammy-winning artists Boyz II Men, according to a news release.

Chili's is promoting the cover with new ads and encouraging consumers to duet the jingle on TikTok and add it to their Spotify playlists. In addition, limited-edition merchandise is being sold, including a vinyl recording of the Boyz II Men rendition and a '90s-styled tour T-shirt featuring the music act.

The restaurant chain's jingle became popular 25 years ago, coinciding with the release of Boyz II Men's fourth studio album, "Evolution." The timing and vocal harmonization similarities led some listeners to believe that Boyz II Men was the group behind the Chili's tune.

Article Insight:

Chili’s is once again capitalizing on the nostalgia of the '90s in its marketing strategy, following the trend set by other brands that have collaborated with iconic singing groups from that era, as seen in their previous campaign featuring R&B singer Brian McKnight. This time, the popular restaurant chain is embracing a misconception that the famous Baby Back Ribs jingle, officially known as “Chili’s (Welcome to Chili’s),” was actually recorded by Boyz II Men, as it tries to introduce one of its signature brand elements into the TikTok era. Old recordings of the catchy food-themed jingle can be found on YouTube and at times have gained viral popularity on social media platforms.

Boyz II Men find themselves at a Chili's restaurant, debating whether or not to bring up the rumor that they are the voices behind the famous Baby Back Ribs jingle. Their discussion inadvertently leads them to burst into song, as stage lights suddenly illuminate them in a moody blue setting. The scene then transitions to the trio performing a smooth and harmonious rendition of the jingle while dressed in their signature white outfits. Ads showcasing the revamped track will be featured on streaming services, online platforms, and social media until November.

Chili's is targeting Gen Z by incorporating their jingle into a TikTok campaign, encouraging users to duet with their own version of the song. Many individuals in this age group grew up in the '90s, potentially making them inclined to respond to a nostalgia-based strategy. However, while Gen Z generally prefers fast food, they are not as enthusiastic about casual dining, posing challenges for the category. The CMO of Chili's, George Felix, who previously worked at Pizza Hut and KFC, oversaw the Boyz II Men initiative. The campaign was developed in collaboration with agency Mischief, while media was handled by Dentsu X.

Other brands have recently followed suit, running similar promotions to highlight a specific aspect of their history. In July of last year, Meow Mix creatively revamped its jingle by collaborating with NSYNC's JC Chasez and forming a "cat boy band." CSAA Insurance Group then launched a campaign a month later, featuring a supergroup named Boys No More. This supergroup consisted of Wanya Morris from Boyz II Men, Joey Fatone from NSYNC, Joey McIntyre from New Kids On the Block, and Nick Lachey from 98 Degrees.