CLIENT
Brinker International
Krista Gibson, VP- Brand Strategy
Ken Thewes, VP- Mktg. and Advertising
Peter Wright, Dir.- Mktg./Advertising Promotions
Becky Johnson, Senior VP- Mktg. and Brand Development
Lisa Miller, VP of Innovation/Brinker
AGENCY
Steve Gurasich, Chairman/CEO
Andrew Teagle, Marketplace Planning Dir.
Susan Kwasniak, Account Dir.
Steve Dean, Creative Dir.
Larry Walters, Creative Dir.
Kristin Volkmann, VP/Media Dir.
SUMMARY
As sales tumbled and customers fled, Chili's faced a crisis. To get customers back fast, Chili's focused on its strongest segment: 18-34-year-olds, a group eager to live a little when dining. This means enjoying something special, better than routine chain restaurants. The advertising positioned Chili's as the anti-routine. Sales shot from -0.33% in the first quarter of fiscal year 2005 to 5.1% a year later while customer counts rebounded from -2.67% to plus 0.4% for the same time period.
