71Signal
Score
Score
M
Marketing Diveby Chris KellyMay 27, 2026Chili’s remakes iconic Baby Back Ribs jingle — again — with Lizzo
Chili's continues to leverage nostalgia in its branding strategy by remaking its iconic Baby Back Ribs jingle, this time featuring Lizzo. This approach not only reinforces the brand's identity but also connects with consumers through familiar cultural references, enhancing engagement and brand loyalty.
◎ EmergingcampaignstrategyidentityChili SLizzoBoyz Ii Men
Marketing Dive: The cultural play comes several years after the chain tapped Boyz II Men to remix the tune in an effort to double down on ‘90s nostalgia.
Intelligence PanelSignal score: 70.5 / 100
Primary Signal
Emerging
Building momentum — trajectory being tracked
Brand Impact
Medium
Impact score: 70/100 — moderate relevance to positioning decisions
Novelty
Moderate
Novelty: 60/100 — iterative development of an existing theme
Action Priority
Soon
Flag for the next strategic review cycle
Scoring Rationale
The collaboration with Lizzo to remake a well-known jingle showcases a significant branding strategy that resonates with consumers, making it impactful and relevant, though leveraging nostalgia is a common tactic in marketing.
70
Impact
weight 35%
60
Novelty
weight 30%
80
Relevance
weight 35%
Brands Mentioned
CChili SLLizzoBBoyz Ii Men
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