DALLAS Chili’s Grill & Bar has launched a ribs promotion to support the debut of the casual-dining chain’s new ad tagline, “Pepper in Some Fun.”
Hill Holliday of Boston created the tag to target diners who “want to experience something new and want to break out of the everyday monotony,” said Kevin Moehlenkamp, the agency’s chief creative officer.
The agency won the $100 million-plus account in September, replacing Chili’s longtime agency GSD&M of Austin, Texas, which created the chain’s well-known “I Want My Baby Back Ribs” ad jingle. The new campaign gives a fresh perspective to the Chili’s brand and showcases its core customer base of “everyday adventurers caught in a rut,” said Krista Gibson, the chain’s senior vice president of brand strategy.
The new “Baby Back Bonus” promotion offers a half rack of Chili’s signature Baby Back Ribs, a dinner salad, fries and a dessert for $10.99 and introduces three new rib flavors: Brown Sugar Chili Rub, Blazin’ Habanero and Honey Chipotle.
The promotion will run through Nov. 21.
Chili’s is a division of Dallas-based Brinker International and has more than 1,300 units in 24 countries.
