One of the best known and most beloved menu items at Chili’s is the Molten Lava Cake. This distinctive dessert is a small chocolate cake filled with a molten chocolate and topped with vanilla ice cream and a chocolate shell. We knew it would make the perfect star of an ongoing social media campaign.
We collaborated with Fact and Fiction to create a memorably playful series. Posts on Instagram, Facebook, and Twitter showcased the iconic dessert in a variety of scenarios that were perfectly on point in terms of pop culture, current trends, and the time of year. One scene highlighted the finale of The Bachelorette; another, the kickoff of football season. Each tableau evoked a smile and helped position the Molten Lava Cake (and Chili’s) as fun and culturally relevant.