A Case Study on Nostalgic Advertising: Chili’s

Chili’s restaurant was never something to write home about, but it is the epitome of consistency and comfort. You know what to expect when you walk into a Chili’s, and until this moment, you probably thought you had their brand all figured out. Then came the “Chilin’ Since ‘75” campaign.

In 2016, Chili’s released new burgers that boasted all-natural, quality ingredients like cage-free eggs and grass-fed beef. To stick out from competitors and spark a nostalgic yearning for simpler times, they decided to advertise by telling their heritage story. With Foghat’s “Slow Ride” playing in the background, the commercial features an old-school film of the original Chili’s in Dallas, TX. Donning trucker hats, classic 70’s mustaches, and lots of denim, the clips simply show friends getting together and having a good time over a few burgers and a couple of pitchers of beer. If that’s the experience they’re selling—how could you resist buying in? The narrator says: “Chili’s isn’t the product of some boardroom, and it wasn’t started by a bunch of stiffs in suits… Heck, some days we didn’t even wear shirts.” Now you know—Chili’s had humble beginnings with no plan for a chain, it wasn’t concocted by a bunch of businessmen, and it still carries the same fun, casual atmosphere it has since 1975.