Chili’s Goes Back to the ‘90s With Boyz II Men to Create New Version of the Brand’s Iconic Baby Back Ribs Jingle
The fan-favorite grill and bar has partnered with one of the most popular groups from the ‘90s to create a new version of its jingle
DALLAS, TX – November 14, 2023 – I want my baby back, baby back, baby back… we all know how it starts and now, it’s stuck in your head. To celebrate this famous Chili’s jingle more than 25 years after it entered the zeitgeist, Boyz II Men today released their own rendition of the jingle aptly titled “I Want My Baby Back.” The group’s harmonizing skills led many to believe they were the original vocalists of the jingle, so finally, Boyz II Men got a chance to give the original a smooth ‘90s-inspired makeover.
“The original Baby Back Ribs Jingle and our fourth studio album Evolution were both released in 1997. This was an unforeseen connection that bonded us to Chili’s and the jingle that year,” said Boyz II Men. “It feels natural for us to rerelease the Baby Back Ribs Jingle and pay homage to Chili’s legendary menu item in a nostalgic way. We are excited for our and Chili’s fans to have “I Want My Baby Back” replaying in their minds for yet another decade.”
The jingle serves as the basis for advertisements that will run across streaming services, online and social media throughout November. In addition, fans are encouraged to use the ‘Duet’ feature on TikTok to add their own flair to the jingle or add it to their favorite playlist on Spotify. For those looking to get their hands on a piece of history, a limited-edition vinyl — featuring the Boyz II Men version of the jingle — and a ‘90s-inspired Boyz II Men tour t-shirt are available for purchase via the Chili’s Online Merch shop.
“We are embracing our history and the things that make Chili’s such a beloved brand,” said Chili’s Chief Marketing Officer, George Felix. “This reboot is certainly part of that push as we’re paying respect to the original jingle while having Boyz II Men lend it their Grammy-winning sound. We can’t wait to watch our fans make their own versions of the jingle on TikTok!”
“When we first learned of a possible Chili’s and Boyz II Men collaboration, it was an immediate yes from us as it’s the ’90s reunion we all dreamt of,” said Sam Sklover, Director of Marketing & Brand Partnerships at Primary Wave. “We couldn’t be more excited to connect these two icons for such a fun, can’t-believe-it-hasn’t-happened-already moment.”
Listen to the jingle on YouTube or the Chili’s Spotify page. Learn more about the campaign at chilis.com/ribs.