I was listening to Spotify, waiting for the ads to finish—because I refuse to pay for something, that is also offered for free, just to avoid slight annoyances—and I heard a new one that sparked my interest. It wasn’t the usual anti-smoking campaigns I tune out; the commercial was for Chipotle’s new advertising strategy. Chipotle paired with RZA to produce an interactive website combining each ingredient with its own individual rhythm.

The goal is to spark consumers’ interests while emphasizing Chipotle's commitment of only using real ingredients, and I think they’re achieving it. In fact, they’re the only national restaurant brand to not add artificial colors, flavors, or preservatives into their dishes. My guess is Chipotle lost a few customers after the word “E.coli” was associated with their business chain, even though the CDC declared "the outbreak" over more than a year ago. They probably lost a couple more after one restaurant recently closed in Virginia due to reports of customers saying they got sick off of the restaurant's food. Chipotle wants to be seen as a company that sells wholesome, healthy meals, and this website is the perfect way to reel customers back in and catch a few new ones along the way.

To "Make Your Mix," you first choose your base—burrito, bowl, taco shells, etc. Once you click one, you’ll hear the first instrument that will string together your personal Chipotle melody. You’ll see the background change to fit the rhythm. Then, when adding your protein, filling, and toppings you’ll gradually hear your song come together. I was pleasantly surprised with how my turned out.

Next, click “Wrap It Up.” This is the best part. Every ingredient you chose is represented by an instrument and its visual accompaniment. The website configures a 360º show about a minute long that’s completely unique to your order. (My screenshot above doesn't do it justice.) You even have the option to dash in some Tabasco, lime, jalapeño, and/or chips to mix up the melody, colors, and patterns. It reminded me of the synesthesia Remy and Emile experience in Ratatouille when mixing foods.

Plus, once you make your own song, you get a buy-one-get-one free coupon, so you really can't lose. Kudos to Chipotle for creating a fun new way to advertise and keeping its customers on their toes.