Chili's Launches 'Ride the Dente' Campaign with Spire Motorsports

Chili's Grill & Bar has launched its 'Ride the Dente' campaign in collaboration with Spire Motorsports, coinciding with the start of the 2025 NASCAR season at Daytona International Speedway. The initiative promotes the restaurant's rebranded Presidente Margarita and features a country-themed music video starring a fictional race-car-driver-turned-country-star. This campaign, which includes a 30-second ad spot during the Daytona 500, aims to deepen the connection between Chili's and NASCAR fans through music and promotional events. The Presidente Margarita, a staple since 1994, is highlighted for its unique presentation and bold flavors. Chili's Chief Marketing Officer emphasized the campaign's goal to elevate their relationship with NASCAR fans through engaging content. The partnership extends across multiple races, with Spire Motorsports fielding the No. 7 Chili’s Ride the ‘Dente Chevy, driven by Justin Haley.