Pop act NSYNC has signed a marketing agreement with casual restaurant chain Chili’s Grill & Bar, which will see the group star in a series of commercials promoting the restaurant’s Baby Back Ribs and “To Go” service, which are due to be aired for the first time today [Monday].
A subsidiary of Dallas-based restaurant giant Brinker International, Chili’s will also be the lead sponsor of the band’s next concert tour.
Randy Kies, VP of marketing for Chili’s, explained: “NSYNC is one of the hottest properties in the country and a perfect match for our brand positioning.
“To be launching an ad campaign with entertainers of their caliber is exciting enough. To launch the ads just as NSYNC is preparing for their performance during the closing ceremonies of the Winter Olympics is phenomenal.”
Band member Justin Timberlake told of NSYNC’s excitement at the deal: “The Chili’s team gave us creative license to take their Baby Back Ribs jingle and make it feel like our own version with our kind of sound.
“We really worked hard to create an incredible jingle and music for the commercials and we think our fans will really enjoy them.”
Introduced in 1995. the company insists that the Chili’s Baby Back Ribs Jingle, “has become one of the most recognizable advertising tunes in pop-culture”.