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Chili's(R) Spices Up Consumer Advertisements With New, Playful Tagline and a Hot Meal Value

DALLAS, Oct 11, 2007 /PRNewswire via COMTEX News Network/ -- Even though hot fun in the summertime may be coming to an end, Chili's Grill & Bar(R) is extending the enjoyment by introducing a brand-new advertising tagline, "Pepper In Some Fun."

"One of the reasons we named Hill Holliday our advertising agency of record was their fresh perspective on our business," said Krista Gibson, senior vice president of Chili's brand strategy. "That perspective comes to life in this new campaign that showcases our core customers, 'everyday adventurers,' caught in a rut. The campaign is built off culturally relevant consumer insights and brand truths to creatively unlock the magic of Chili's."

Kevin Moehlenkamp, Hill Holliday's chief creative officer, said "'Pepper In Some Fun' reaches out to individuals who want to experience something new and want to break out of the every day monotony. At the end of the day, Chili's -- with its flavorful food, great hospitality and fun atmosphere -- helps people get out of their temporary ruts. Chili's is all about peppering in some laughs, peppering in some smiles, peppering in some baby backs; basically, it's all about peppering in some fun."

To celebrate this fiery slogan's premiere, Chili's is offering diners a "Baby Back Bonus" value meal highlighting new flavors of its popular Baby Back Ribs.

The "Baby Back Bonus" offers all the famous rib flavors Chili's guests have come to love -- at the special price of $10.99. Along with a choice of any half rack of ribs, the "Baby Back Bonus" also includes a dinner salad, homestyle fries and a choice of any Decadent Dessert. In addition to current popular dessert choices, a new dessert, the All Fruit Cobbler, will be offered for a limited time only.

The launch of "Baby Back Bonus" also introduces three new Baby Back Rib flavors: Brown Sugar Chile Rub, Blazin' Habenero and Honey Chipotle. The ribs varieties are now available on the menu in addition to the signature flavors -- Honey BBQ, Original and Memphis Dry Rub.

"Baby Back Bonus" isn't the only rib deal currently available. Chili's also offers guests a Mix & Match Baby Backs meal, which includes the option to choose any two flavored ribs and any two of Chili's delicious homemade sides.

Chili's fires up this limited-time offer nationwide beginning today, Thursday, Oct. 11 and running through Wednesday, Nov. 21.

Chili's Grill & Bar is the flagship brand of Dallas-based Brinker International (NYSE: EAT), a recognized leader in casual dining. Chili's offers a fun, energetic atmosphere and a distinct, fresh mix of grilled American favorites at more than 1,300 locations in 24 countries. Other Brinker brands include Romano's Macaroni Grill(R), Maggiano's Little Italy(R) and On The Border Mexican Grill & Cantina(R). For more information, please visit http://www.chilis.com.

SOURCE Chili's Grill & Bar

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Chili's Grill & Bar offers a fun, energetic atmosphere and a distinct, fresh mix of grilled American favorites at 1,200 locations in 24 countries.

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