Chili’s

We were approached by the sales team with a request to support in winning Chili’s as a client. Our role as creatives: to develop a new tone of voice and message, supported by new website and banner designs, in less than a week. A tight deadline.

We collaborated with team members who had experience working in Chili’s to understand their brand tone, researched their available materials and leaned heavily on their fun, self-aware style (turns out they’re very proud of the baby back ribs song and their reference in The Office.) One thing that stood out to us? Chili’s employees often referred to themselves as Chiliheads.

This last bit of information served as the key foundation in delivering a bold new concept.