Chili’s New Tagline From Hill, Holiday
October 11, 2007
Hill Holiday has a new tagline for Chili’s - “Pepper In Some Fun.” Wow. That was a real stretch for you guys, huh?
Kevin Moehlenkamp, Hill Holliday’s chief creative officer, said “‘Pepper In Some Fun’ reaches out to individuals who want to experience something new and want to break out of the every day monotony. At the end of the day, Chili’s — with its flavorful food, great hospitality and fun atmosphere — helps people get out of their temporary ruts. Chili’s is all about peppering in some laughs, peppering in some smiles, peppering in some baby backs; basically, it’s all about peppering in some fun.”
Krista Gibson, senior vice president of Chili’s brand strategy, said “The campaign is built off culturally relevant consumer insights and brand truths to creatively unlock the magic of Chili’s.”
To celebrate the new slogan’s premiere, Chili’s is offering diners a “Baby Back Bonus” value meal highlighting new flavors of its popular Baby Back Ribs. Honestly, we like that song about the baby back ribs so much better. Yes, they should diversify and let consumers know there are other items on the menu, but - “Pepper In Some Fun?” What - do we all live on Sesame Street?
October 11, 2007 at 7:01 pm
I think Chili’s, TGI, Ruby Tuesday, Applebee, Olve Garden, etc. should change their tagline to “Everything we make comes premade out of a plastic bag, we just heat it up.”
Yum!
October 11, 2007 at 9:55 pm
Pepper in some fun?
How about, “Pecker in my buns” instead?
October 14, 2007 at 10:32 pm
I have to say that what I find most disturbing about this is Ms. Gibson’s brand speak. Who talks like that? It’s Chilling.