Lizzo is leaning fully into her foodie era—and she's doing it with a flute made out of ribs. The Grammy winner has teamed up with Chili's for a new campaign built around the chain's famous 'Baby Back Ribs' jingle, complete with a disco-style commercial, a reworked version of the song, and a meat-themed instrument performance.
The campaign dropped on Wednesday, May 27, and features Lizzo recreating moments from Chili's classic 1990s commercials before turning the restaurant kitchen into a full-blown dance floor. At the center of it all is her updated take on the 'Baby Back Ribs' theme song, which she said required studying earlier versions recorded by groups like NSYNC and Boyz II Men. 'The NSYNC version, I remember being like, “Whoa,”' she told Billboard. 'How do I turn it into … “Oh, you want your baby back? You gonna have to work hard to get that.”'
The partnership marks a notable shift for Lizzo, who spent years publicly embracing a vegan lifestyle before revealing in late 2024 that she had resumed eating animal protein. She said that the announcement was intentional because she knew future moves like this would raise questions. 'I was so nervous that I would hurt people's feelings or let people down,' she explained. 'It would have been super jarring for me to be a vegan in 2021, and then 2026, I'm eating a big old rib and playing a rib flute.'
According to Lizzo, the collaboration may have started with a Halloween joke. Last year, she dressed as one of Chili's mozzarella sticks, which she now believes caught the restaurant's attention. The singer said the campaign reflects the side of her personality that fans may know less about. 'If I was not a singer, I'd probably be a mukbanger,' she joked, referencing online creators known for eating-focused videos.
This campaign arrives after months of Lizzo speaking more openly about her relationship with food, weight, and public perception. In a recent essay, she discussed losing weight during a difficult period of depression in 2023 and argued that conversations around body image have become increasingly complicated during the rise of GLP-1 drugs like Ozempic. She also told Monica Lewinsky on her podcast that she was 'deeply offended' by the way women's bodies were discussed in the media during the late '90s and early 2000s.
Lizzo's career has been marked by a series of bold moves both musically and personally. Born Melissa Viviane Jefferson in Detroit, Michigan, she rose to fame with her 2019 album Cuz I Love You, which earned her three Grammy Awards including Best Urban Contemporary Album, Best Pop Solo Performance for 'Truth Hurts,' and Best Traditional R&B Performance for 'Jerome.' Her empowering anthems, such as 'Juice,' 'Good as Hell,' and 'About Damn Time,' became cultural milestones, resonating with audiences for their messages of self-love and body positivity.
Throughout her career, Lizzo has been a vocal advocate for body acceptance and mental health. She has used her platform to challenge industry standards and promote inclusivity, often speaking out against fatphobia and racism in the entertainment world. Her openness about her own struggles with body image has inspired countless fans, making her a leading figure in the body positivity movement.
The decision to partner with Chili's, a mainstream fast-casual chain, represents a strategic shift for Lizzo. It aligns with her broader exploration of different facets of her public persona—one that embraces joy, humor, and unabashed indulgence. The ad's disco theme also taps into a nostalgic trend that has been gaining traction in pop culture, echoing the revival of 1970s aesthetics in music and fashion.
The rib flute itself has become a viral talking point, with memes and social media reactions flooding platforms. This innovative blend of music and food is reminiscent of other celebrity-endorsed stunts, but Lizzo brings her signature flair and authenticity to the concept. By playing a flute made from baby back ribs, she creates a bridge between her musical talent and her love for food, all while promoting a product that has been a staple of American dining for decades.
Chili's 'Baby Back Ribs' jingle originally aired in the 1990s and became a pop culture phenomenon. Over the years, it has been covered by various artists, but Lizzo's version is the first officially licensed reimagining in recent memory. The campaign includes a full-length music video directed by a prominent visual artist, showcasing Lizzo's dance moves and charisma in a vibrant, retro-inspired setting.
Beyond the ad, Lizzo's upcoming album Btch, set for release on June 5, has generated significant anticipation. The album title itself signals a new era of assertiveness and defiance, building on her previous work. Fans are eager to see how her recent experiences, including her dietary changes and the Chili's collaboration, may influence her new music. In interviews, Lizzo has hinted that the album will explore themes of empowerment, resilience, and unapologetic self-expression.
The timing of the campaign is also noteworthy. As summer approaches, fast-food chains are vying for consumer attention with nostalgic campaigns and limited-time offers. Chili's move to partner with a pop icon like Lizzo is a clever strategy to attract both millennials who remember the original jingle and Gen Z audiences drawn to her social media presence. The campaign's inclusive and fun vibe aligns with current marketing trends that prioritize authenticity and relatability.
Lizzo's journey from veganism to embracing animal protein has sparked debate among her followers. In her essay, she discussed the pressure to maintain a certain dietary identity and the freedom she now feels in allowing herself to eat what she wants. 'I want people to know that it's okay to change,' she wrote. 'Your body is yours, and you have the right to nourish it in whatever way makes you happy.' The Chili's campaign, therefore, becomes more than just a paid partnership; it is a declaration of personal evolution.
The intersection of food and music is not new for Lizzo. She has often incorporated food into her performances, from twerking while eating fried chicken to rapping about her love of tacos. This natural affinity makes the Chili's partnership feel organic rather than forced. Moreover, her willingness to poke fun at herself—playing a rib flute while dressed in disco attire—endears her to audiences who appreciate her humor and humility.
Looking ahead, the success of this campaign could pave the way for more innovative collaborations between musicians and food brands. As the entertainment industry becomes increasingly integrated with lifestyle marketing, artists like Lizzo are leading the charge in creating memorable, shareable content that transcends traditional advertising. Whether it's through a rib flute or a reimagined jingle, Lizzo continues to defy expectations and redefine what it means to be a pop star in the 21st century.
Source: MSN News