CAA Marketing Teams Up with RZA to Soundtrack Your Chipotle Burrito

By Erik Oster 

You’ve probably noticed Chipotle in the news recently for reasons the fast casual chain is presumably not thrilled about. But it’s not all mice and norovirus.

The burrito chain (okay, they sell tacos, too) also recently teamed up with CAA Marketing and RZA to provide a musical equivalent of the burrito eating experience, accompanied by a 360-degree visual experience, entitled “SAVOR.WAVS.”

RZA composed sounds inspired by 51 ingredients for “SAVOR.WAVS,” utilizing various instruments. “SAVOR.WAVS” can create a track from any combination of menu items at Chipotle. Once the track and visuals are “cooked up,” you can then interact with the song by adding your own extras, like Tabasco and chips, which have sounds of their own. After completing the experience, visitors can sign up to receive a buy one, get one offer via text.

“SAVOR.WAVS supports our commitment to using only real ingredients in our food — without any colors, flavors or industrial additives,” explained Chipotle chief marketing and development officer Mark Crumpacker, in a statement. “As a parallel to the way we cook, RZA used only natural instruments, and composed them such that each unique combination works beautifully together.”


“I’ve always believed food, like music, has the power to change our day and even shape our world,” added RZA. “SAVOR.WAVS continues to challenge us in how we think about food, what’s real and what’s responsible.”