Chili's Social Refresh

01 — The Ask

In a post-Wendy's world on Twitter, many consumer brands find themselves competing for attention through humor and cultural intellect, and Chili's is no different. The challenge was finding a voice that knew the difference between relatable, peer-informed language and a brand trying too hard to be in on the joke.

02 — The Process

I wanted to build on Chili's existing personality and mine their brand loyalty for pockets of opportunity. Where was the brand already resonating? Where could it show up differently? How could Chili's build the same kind of lifetime affinity among Gen Z that it had established with millennials?

I audited Chili's social footprint and identified opportunities to make the copy feel more conversational, culturally aware, and native to the way Gen Z communicates online. From there, I pitched, wrote and edited social posts across channels with a sharper, intentionally playful voice rooted in internet language, humor, and platform-specific behavior.

03 — The Result

A rejuvenated social voice that feels less like a brand talking to Gen Z, and more like a brand that understands how to be a part of the conversation in an authentic, meaningful way.