Chili’s Teams With Lizzo On Reimagined Baby Back Ribs Jingle, Modern Twist On Iconic Campaign

Dallas, Texas — Chili’s Grill & Bar has partnered with four-time Grammy® and Emmy® Award-winning artist Lizzo to release a refreshed version of its iconic “Baby Back Ribs” jingle, blending nostalgia with a modern musical update. The collaboration reinterprets one of the most recognizable advertising tunes in U.S. pop culture, introducing a new verse, updated production, and a video that revisits classic visuals from the original campaign. The release comes as Chili’s continues to promote its upgraded Baby Back Ribs, which now feature larger portions and a caramelized barbecue sauce crust.

The campaign also includes an acapella rendition by Lizzo and a limited-edition fan giveaway tied to Chili’s loyalty program, extending the brand’s long-running focus on entertainment-driven marketing and menu refreshes.

Lizzo reinterprets a pop culture staple

The new campaign centers on a reimagined version of Chili’s “Baby Back Ribs” jingle. It was originally introduced decades ago. It is widely recognized across television, film, and advertising.

In the updated version, Lizzo co-wrote and co-produced the track. She added a new verse. She maintained the core hook that defined the original spot.

The accompanying video features visual callbacks to the original commercial. This includes shot-for-shot recreations. It then transitions into a more contemporary performance style. This style aligns with Lizzo’s musical identity. The artist also incorporates a custom-designed flute shaped like a rack of ribs. This adds a theatrical element to the production.

According to George Felix, Chief Marketing Officer at Chili’s, the objective was to modernize the brand’s heritage without losing its identity. He noted that the jingle’s cultural longevity required a careful balance between nostalgia and innovation. This is especially important as the brand continues to evolve its menu offerings.

Lizzo has publicly identified as a longtime fan of Chili’s. She described the collaboration as a way to honor the original jingle. She also said it allows her to bring her own creative interpretation to it.

Menu refresh behind the campaign push

The musical update coincides with Chili’s recent changes to its Baby Back Ribs offering. The company has introduced meatier half- and full-rack portions. These portions reportedly deliver up to 50% more ribs. They also feature a revised caramelized barbecue glaze.

The updated product has already rolled out across restaurants in the U.S. and select international locations. This positions ribs as a continued anchor item within Chili’s casual dining menu strategy.

Alongside the campaign launch, Chili’s is also running a loyalty-based giveaway. It offers rewards to members. These include a chance to win signed merchandise and gift cards tied to Lizzo’s participation in the project.

Industry context: nostalgia marketing as a growth lever

The collaboration highlights a growing trend in CPG and casual dining marketing where legacy brands revisit iconic campaigns to drive renewed engagement. Rather than launching entirely new creative platforms, companies are increasingly investing in “heritage refreshes.” These are designed to re-engage older consumers while also introducing cultural relevance for younger audiences.

In this case, Chili’s leverages one of its most recognizable assets (the Baby Back Ribs jingle) to reinforce brand memory. It pairs this with a high-profile artist known for a strong pop culture presence. The approach reflects a broader industry shift toward entertainment-led marketing. This includes music, celebrity partnerships, and social media amplification. These tactics help drive campaign reach beyond traditional advertising channels.

Why it matters

Chili’s latest campaign illustrates how legacy CPG-adjacent brands are increasingly treating advertising assets as long-term intellectual property. Rather than retiring recognizable creative elements, companies are reshaping them for new cultural moments. The use of Lizzo signals a strategy that blends nostalgia with contemporary influence, aiming to keep brand identity intact while refreshing consumer perception.

This approach also underscores how casual dining brands are competing in a saturated media environment. With attention spans fragmented across platforms, revisiting familiar cultural signals offers an efficient way to generate engagement while maintaining brand equity. For Chili’s, the Baby Back Ribs jingle serves as both a marketing tool and a cultural reference point that continues to evolve alongside the brand.

Source86 perspective: Editor’s note

For food manufacturers, ingredient suppliers, and private label partners, Chili’s latest campaign reinforces how deeply storytelling and product identity are now intertwined in the CPG and restaurant space. Nostalgia-driven marketing continues to be a powerful lever for reconnecting consumers with legacy products. This is especially true when paired with limited-time product enhancements or menu upgrades.

At Source86, we see this as part of a broader shift toward experience-led consumption. Brands are expected to deliver not only consistent product quality, but also cultural relevance. Campaigns like this demonstrate this shift clearly. Supply chain readiness, ingredient consistency, and scalable production all play a role in supporting high-visibility marketing activations.

We help food brands manage ingredient sourcing, FSQA oversight, and private label manufacturing. We do this with transparency and reliability. This ensures that when demand spikes from campaigns like these, operations can scale without compromising quality or consistency. Let’s talk.

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External source: Chili’s® and Lizzo Drop a New Take on the Iconic Baby Back Ribs Jingle that Pays Homage to the Original Commercial