Chipotle gives its freshness message a soundtrack made from the food itself, played by classically trained musicians.

As I write this, one of my kids is practising flute after the other’s piano session.

I enjoy living in a house of musicians, although I’m firmly on the audience end of that arrangement.

So Chipotle had my attention when it sent vegetables to Abbey Road.

For reals.

The chain teamed up with the London Vegetable Orchestra to record “From Ground to Sound,” using instruments made entirely from produce served in its restaurants.

Corn became flutes, jalapeños were trumpets, and peppers with an avocado pit formed a horn. Lettuce supplied percussion, with an onion stunnin‘ on bass duties.

THERE’s something I didn’t ‘spect to write today!

According to Chipotle, getting the instruments right took three MONTHS of experimentation. Once made, they remained playable for less than a day.

Changes in moisture and texture altered their sound, giving the musicians a narrow window to assemble, tune and record.

Well, at least our piano doesn’t wilt.

That detail gives the campaign its connection to the product. Freshness becomes something the musicians have to work with, and something viewers can understand through the process.

The short film follows the making and recording, and the track is available on Spotify and Apple Music. Chipotle also plans to reuse it in selected campaigns, giving the experiment a life beyond its launch.

This is the kind of product marketing I champion in I Need That: finding an engaging way to bring customers closer to what you sell.

“Fresh ingredients” is something we hear every day, and can easily disappear into the bla-bla-bla of restaurant advertising.

But a musician trying to get a tune out of an onion (and succeeding!) gives you a reason to listen up.

If you’d like help creating and marketing products people feel compelled to buy, the product marketing consultants at Graphos Product can help.