Pop superstar Lizzo has partnered with Chili's to revive the restaurant chain's iconic 'Baby Back Ribs' jingle, which first aired in the late 1990s. The new marketing campaign, launched on Wednesday, features both an a cappella version and a 'Lizzo-fied' remix of the original tune.
In one commercial, the classically trained flutist jokes that she refused to sing the jingle until she heard how much Chili's was willing to pay her, before performing a flute solo on a novelty rib-shaped instrument. The campaign also includes new rap verses and Lizzo's own spin on the lyrics.
Lizzo, whose new album 'B***h' is set for release on June 5, has long been a fan of the chain. In a statement, the four-time Grammy winner said childhood weekend trips to Chili's made the collaboration especially meaningful. 'You may have even seen me dress up as a Fried Mozzarella cheese pull on Halloween — so when they reached out about collaborating, I couldn't say yes fast enough,' she said.
The campaign coincides with Chili's upgraded Baby Back Ribs, which now feature meatier portions with up to 50 percent more meat and a new caramelized barbecue sauce crust. From Wednesday, My Chili's Rewards members can enter a giveaway to win a limited-edition T-shirt signed by Lizzo and a Chili's gift card.
