Content Spotlight
Tech Tracker: How digital tech is capitalizing on the hot restaurant reservations market
Tock and Google now offer experience reservations; Diibs launches as a platform for bidding on last-minute reservations
Modernized ribs jingle returns to support brand’s “less is more” menu
Chili’s Grill & Bar is bringing “Baby Back” back.
The 1,600-unit division of Dallas-based Brinker International Inc. unveiled Wednesday the new version of the 31-year-old “Baby Back Ribs” jingle as it began to market its “less is more” menu, which debuted on Sept. 18 with a 40-percent reduction in items.
Chili’s introduced the earworm “I want my baby back, baby back, baby back” jingle in 1986, and reprised it briefly in 2015 for its 40th anniversary, recreating it with current musicians, songwriters and guests.
The newest version was created by O’Keefe Reinhard & Paul, a Chicago-based ad agency, and highlights Chili’s focus on burgers, ribs and fajitas.
A Chili’s spokesperson said the brand will use the new jingle in television, radio and d...
This content is available for registered users
Already Subscribed?