The Problem
Forty-five years ago, Chili’s was a bitchin’ hangout known for its burgers, margs and fajitas. Years later – as America saw a boom in QSR and CDR offerings – the brand has struggled to break apart from the pack while sales and brand love have declined.
The Solution – How we Uncomplicated the Complicated
With the launch of ChilEASE – showcasing how easy Chili’s makes family time – the team leveraged a three-pronged approach to lean into a territory not likely to be partnered with Chili’s – the home renovation space. After announcing delivery to trade and national outlets, PR launched Chili’s at home kits so consumers could enjoy the vibe of Chili’s at home followed by the grand finale – the chance to win a Chili’s home makeover. Media were approached thoughtfully from September-December 2019 as the ChilEASE delivery story unfolded.
Results & Impact
271MM impressions, 85% positive sentiment, 70% share of voice, 100% message pull through. Earned long-form coverage in top-tier national consumer, trade and local outlets – People Magazine, Daily Mail, Thrillist, Delish, Elite Daily, Cheddar TV and more.
