Grammy-winning singer Lizzo stars in a new advertising campaign for Chili’s featuring a custom flute shaped like a Baby Back Rib [1].
The partnership leverages Lizzo's public image as a flutist to modernize one of the most recognizable jingles in American fast-casual dining. By blending pop culture with nostalgia, the chain aims to attract a younger demographic while reminding longtime customers of its core menu items.
In the commercial, which debuted on YouTube in May 2024 [1], Lizzo performs a revamped version of the classic Baby Back Ribs song. The production utilizes a disco theme and incorporates various rib-themed props to complement the music [3]. Central to the ad is the rib-shaped instrument, a creative choice designed to link the singer's musical talent directly to the restaurant's food [1].
Chili’s Grill & Bar launched the campaign to drive renewed interest in its rib menu [2]. The strategy focuses on reviving the iconic jingle to increase brand visibility across its U.S. locations [2]. The ad's surrealist approach — turning a piece of meat into a musical instrument — was intended to create a memorable visual hook for viewers on social media platforms [1].
This campaign follows a broader trend of restaurant brands partnering with high-profile music artists to create viral content. By focusing on a specific, legacy product like the Baby Back Ribs, Chili’s is attempting to anchor its brand identity in a specific culinary specialty, and updating its marketing voice for a digital-first audience [2, 4].
“Lizzo stars in a new advertising campaign for Chili’s featuring a custom flute shaped like a Baby Back Rib”
This campaign represents a strategic shift toward 'stunt marketing,' where the absurdity of the visual — a rib flute — is designed to generate organic social media shares. By reviving a legacy jingle through a contemporary star, Chili's is attempting to bridge the gap between its traditional customer base and Gen Z consumers who value irony and viral aesthetics.
