CHILI’S SOCIAL
Culture first. Social second.
Chili’s is a heritage food brand everybody knows. But with millennials craving authenticity, Casual Dining and chain restaurants have been decreasing sales YOY and struggling to find their voice. So, how do you grow affinity for a legacy brand with this new generation? By joining in with an online phenomenon surrounding the brand. Even if it’s ironic.
Hi,
Welcome to Chili’s.
A meme circulating online mocking the concept of working at Chili’s had been trending. People came out of the virtual-woodwork to talk about their love of certain menu items, and different cultural moments surrounding the brand. Part irony, part guilty pleasure, the internet was keeping the brand relevant. So, we harnessed the online conversation and joined in the self-deprecating fun, fueling it with custom content, experiences and swag, and giving us a culturally relevant social platform that people loved.
1-day only pop up shop.
We created a one-day only online pop up shop with custom merchandise based in the most talked about Chili’s topics on the internet.
DAILY CONTENT
Always on content surrounded our follower’s most-loved Chili’s menu items and moments.
Hallomeme costume
Tying into the meme that inspired it all (yes, it was a guy in his underwear) we launched a halloween costume so anybody could be the “hi, welcome to Chili’s” kid.
Giving is always fashionable.
Even when it’s not.
We created an absurdly ugly sweater adorned with Chili’s favorite menu items. Only one was made available to the public that we actioned off on Ebay with the proceeds going to St. Judes Children’s Hospital—Chili’s CSR benefactor.