In the fast food sector, a viral TikTok has spawned a marketing stunt. Chili’s is teaming up with the agency Mischief to run a giveaway after bridal vlogger Madison Mulkey revealed that she hired the chain to cater her wedding.
In a video uploaded on May 14, Mulkey showed off the receipt for her wedding’s food bill. Rather than opting for a traditional catering company, the star of the @brideisapersonality account turned to Chili’s — and the Tex-Mex favorite delivered. For under $2,000, Mulkey fed nearly 100 guests. “You really can’t beat that price point,” she said. “It was the perfect meal for our wedding. I’m so happy we chose Chili’s.”
@brideisapersonality So happy we did this!! #greenscreen #bride #bridetok #weddingtok #bridal #wedding #2023bride #2024bride #2023wedding #weddingwardrobe #weddingideas #weddingplanning #bridalcontentcreator #brideisapersonality #chilis #weddingfood #weddingcaterer #budgetbride ♬ original sound – MADISON MULKEY
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Mulkey’s video spread across the For You Page, picking up more than 2.1 million views to date. It didn’t take long before Mischief sprang into action. The award-winning agency has worked with Chili’s in the past, and it figured out a way to promote the brand’s newfound status as a wedding caterer. The first three couples to get engaged at a Chili’s restaurant will be offered free catering at their wedding.
head to Chili’s TikTok for more 😇🥂https://t.co/1juhW82ODi pic.twitter.com/1xgsvw1WJ1
— Chili’s Grill & Bar (@Chilis) May 31, 2023
In a video posted to the Chili’s TikTok account, a “fake executive” named Coleman Sweeney lays out the terms of the promotion. “We’re going to lean into this whole wedding catering thing,” Sweeney says in the video.
An actual Chili’s exec also chimed in on the promotion. “We’re all about making everyone feel special, and what better way to do this than on a couple’s wedding day,” Chili’s VP of Marketing Jesse Johnson told AdAge. “With our party platters of Crispy Chicken Crispers and sizzling fajitas, something tells us their guests will enjoy a special dinner and a break from the expected.”
Chili’s also helped out the trendsetter who inspired its latest marketing campaign. It purchased all the remaining items on Mulkey’s registry. Pretty soon, she won’t be the only newlywed to put out a Chili’s spread during her big day, since other couples already appear to be taking the chain up on its offer.
