Bob’s is a fast food chain from Brazil. It’s tagline: “You can’t control yourself”. How do you communicate that your burgers are really irresistible? We had to find a way to prove that people simply can’t wait to taste them.

We created a package that dramatically reduces the time from getting your hands on one of our burgers to actually eating it.

Meet the world’s first edible wrapper for burgers.

To find the perfect material, we had to test 6 different types of edible paper. The one that had the least interference on the flavour was made with rice paper.

The wrapper was put to the test in a single store where we filmed people’s reactions to it.

We tried 6 different types of paper until we found one that had the least interference on the flavor. The chosen one was made with rice. One store was prepared for the stunt and several hidden cameras captured consumers reactions. From the start we felt that our final material had lots of potential. That’s why we opted to keep the launch to our Facebook brandpage, as well as sending our video to selected media channels.

After the stunt, word quickly spread out. The idea received national and international press coverage. TV hosts, journalists and bloggers got curious to try our edible wrapper. And some even organized their own stunts to taste a burger without having to remove the wrapper.