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The "Art of the Burger" campaign celebrates the culinary artistry behind a classic. By highlighting the individual ingredients and flavors of each burger, our team emphasized the aesthetic of bold flavors unique to Chili’s. We produced drool-worthy billboards, banner ads and social posts that elevated the humble burger into a work of art.
My role for this campaign was to help develop the campaign and handle all copywriting duties. I asked if there was an opening for a taste-tester role to no avail.
I spent a lot of time on the Chili’s account taking on various one-off projects. There were a lot of ‘em. Below are a few of my favorite headline examples of mine from these fun projects.
Chili’s welcomes everyone to the the table. That’s why we’re down to chop it up with fans through social channels like TikTok, Instagram and Twitter (“X” or whatev).
But we didn’t want our interactions to feel like they came from a big corporation. They should sound like your buddy who’s always ready to shamelessly body an unholy amount of chicken crispers and 10 sides of ranch. So we kept it light, made ourselves chuckle hopefully made people think about Chili’s the next time hunger hit.
Below are social post examples from three Brinker International brands—Chili’s, Maggiano’s and It Just Wings.
Chili’s TikTok: You Too?
Chili’s TikTok: That One Friend
Chili’s TikTok: Princess Diaries