Chipotle Records Vegetable Orchestra Song
Chipotle From Ground to Sound was recorded at Abbey Road Studios by the London Vegetable Orchestra using instruments made from fresh vegetables.
Chipotle Mexican Grill has unveiled “From Ground to Sound”, an original track recorded at Abbey Road Studios’ Studio Two with the London Vegetable Orchestra. The song uses instruments made entirely from vegetables featured in Chipotle restaurants. Three months of experimentation and dozens of iterations went into the project, involving a five-member ensemble of classically trained musicians. A snippet first appeared in Chipotle’s 100 Creators campaign in August.
Fresh Ingredients As Instruments
Every note, beat and texture on the recording was performed using ingredients found in Chipotle restaurants. The custom instruments included corn flutes, jalapeño trumpets, a horn made from peppers and an avocado pit, lettuce percussion and an onion bass.
Fresh produce changes in shape, texture and moisture, leaving the musicians less than a day to build, tune, rehearse and record the instruments before their sound changed.
Fernando Machado, Chief Brand Officer at Chipotle, said:
“Real food has always been at the center of Chipotle. We use only 53 real ingredients, with fresh preparation happening every day in our restaurants. So we took this principle in a completely new direction: creating our own signature sound.”
Members of the London Vegetable Orchestra record Chipotle’s original song, “From Ground to Sound,” using instruments made from vegetables at Abbey Road Studios in London.
The Sound Of Each Vegetable
The recording process turned the natural variability of fresh ingredients into part of the composition. The musicians worked with the individual properties of each vegetable while creating the track.
Patrick Johns of the London Vegetable Orchestra, said:
“No two vegetables ever behave exactly the same way. You can carve two identical instruments, but they can respond very differently. Part of the craft is learning not to force an ingredient to sound a certain way but to find the sound that's already there and build the music around it.”
A member of the London Vegetable Orchestra plays an instrument made from corn while recording Chipotle’s original song, “From Ground to Sound,” using instruments crafted entirely from vegetables.
From Ground To Sound
The original composition was created by Beacon Street Studios with creative direction from advertising agency KIDS. It was inspired by the energy of vegetables growing from seeds into nourishment.
A behind-the-scenes look at the design of the “Horne Pepper,” one of the custom vegetable instruments created for Chipotle’s “From Ground to Sound” project using bell peppers and an avocado pit.
Icaro Doria, Founder and Chief Creative Officer at KIDS, said:
“The role of creativity is to help people experience familiar things in unfamiliar ways. Millions of people know Chipotle's ingredients by how they look, taste and smell. Very few have ever stopped to ask what they sound like. That question led us somewhere no one expected.”
A New Signature Sound
The full “From Ground to Sound” film is available on YouTube, while the track can be heard on Spotify and Apple Music. Chipotle plans to continue using the composition as a signature sound across select campaigns.
