Marketing Currents - Business and Marketing Current Events

This iconic jingle is making a comeback, and you won’t be able to get it out of your head


One of the most recognizable jingles in history is making a return.

Chili’s is bringing back its “I want my baby back, baby back, baby back…ribs” jingle for a new advertising campaign promoting the dish that’s been a staple on the chain’s menu since the late 1980s.

Click here to read the story at

Discussion Questions:

  1. What is a jingle?
  2. What is advertising?
  3. What is branding?
  4. What is brand awareness?
  5. Why would a business use a jingle in its advertising?
  6. How might a jingle help to drive brand awareness?
  7. Are you familiar with the Chili’s jingle referenced in this news story?
  8. Based on what you learned in this story, describe the history of the Chili’s “I want my baby back ribs” jingle.
  9. When did they retire the jingle, based on what you learned from this news story?
  10. Why do you think they retired the jingle?
  11. What is nostalgia marketing?
  12. How might this represent an example?
  13. Why do you think Chili’s would want to bring the jingle back?
  14. Why do you think they contracted Boyz-II-Men to re-record the updated version of the jingle?
  15. According to this story, Chili’s plans more advertising this year, with this ribs campaign being a focal point. Why are ribs important to its advertising and how might that help to explain why they are bringing the jingle back?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.