A fast food chain in Brazil took its marketing campaign a step further recently with edible packaging that invited consumers to bite into the burgers without having to unwrap them.
Playing on their tagline, “Não dá pra controlar,” which, loosely translated, suggests their sandwiches are so irresistible you can’t control yourself, Bob’s burger chain used an edible paper wrapper that allowed consumers to tuck straight into their sandwich and bypass the pesky added step of having to unwrap their meal.
The result? A curious sight that saw diners biting into paper-bundled burgers during the one-day event this month.
Added bonus? Little waste.
Bob’s is the country's first fast food chain, having been established in 1952 by American-Brazilian tennis champion Robert Falkenburg. International outposts include locations in Chile and Portugal.
Other popular fast food chains in Brazil include Giraffa’s, which serves everything from burgers and pasta to steaks and salads. Recently, the chain opened its first US locations in Florida.
