Chili's 'Sing Along with Chili's Baby Back Ribs Song' by IMM

Chili's "Sing Along with Chili's Baby Back Ribs Song" by IMM.
Chili's "Sing Along with Chili's Baby Back Ribs Song" by IMM.

Restaurant cues 40th anniversary contest for renditions of its jingle

March 14 is the 40th anniversary of restaurant chain Chili's. To celebrate its birthday, it hired IMM to create a social media campaign.

The 1990s theme for the Tex-Mex restaurant, "Baby Back Ribs," is one of the most recognizable TV jingles. To launch the campaign, a YouTube video features a variety of people performing the song in their own style.

The video asks for people to share their own version of the tune using the hashtag #SingBabyBack by March 8.

A video debuting on the restaurant's birthday will contain a montage of some of the best renditions.

Campaign credits

Client: Chili’s USA
Agency: IMM
Executive Creative Director: Kyle Taylor
Creative Director: Matt Ingwalson
Producer: Gary Granger
CP: Emily Locker
CP: Dwight Muhlbradt.
Production: Liquid9/Antidote
Director: Frankie Oviedo
Producer: Johnny Starke
Post Production: Liquid9/Talking Machine
Composition: Liquid9/Fuzzbomb Music
Composer: Patrick Meagher

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


The latest work, news, advice, comment and analysis, sent to you every day

register free