RZA and the Wu-Tang Clan are linking up with Chipotle Mexican Grill for a new advertising campaign.

The legendary producer created 51 different sounds to represent each of the natural ingredients Chipotle uses in its meals. The campaign is part of the company’s new Savor.Wavs promo. Described as “an immersive digital experience,” the project will encourage customers to create their own musical visuals while putting together their menu orders.

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

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

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