• by Teresa Buyikian , 3 hours ago

 Chipotle’s fresh corn, jalapeños and bell peppers have a new job, and it isn’t in a burrito.

The brand has teamed up with the London Vegetable Orchestra, a group of classically trained musicians who specialize in crafting and playing instruments made entirely from vegetables.

The result is a new track, “From Ground to Sound,” which was recorded at the famed Abbey Road Studios using instruments made solely from Chipotle vegetable ingredients. Corn on the cobs was hollowed out to become wind instruments; jalapeños were connected to avocado pits to make trumpets; and bell peppers became horns, with lettuce serving as percussion.

The full track is available on both Spotify and Apple Music, with a supporting short film (see above). The fascinating almost-four-minute film shows the London Vegetable Orchestra’s behind the scenes creative process, selecting what Chipotle vegetables will be used and assembling them into actual working instruments. The group is then seen walking across Abby Road Studio’s crosswalk made famous by The Beatles, to enter the studio, where they record the actual track.

“Real food has always been at the center of Chipotle... So we took this principle in a completely new direction: creating our own signature sound,” said Fernando Machado, chief brand officer at Chipotle, in a release. “Any brand can release a song or develop a sound mnemonic. What made this worth pursuing was the chance to create a track that felt impossible to separate from Chipotle itself. The instruments, the sound and the story are all rooted in what we do every day.”

The track was composed by Beacon Street Studios, with creative direction from advertising agency KIDS.