Brazilian Chain Launches Hamburgers in Edible Wrappers

A burger chain in Brazil named Bob's pulled the marketing stunt of having their sandwiches wrapped in edible paper. The point, of course, being that the burgers are so good you can't even wait to unwrap them before devouring the stuff. Brazilian website Comunicadores points out that the packaging was offered only for a limited time, and "the chain says the campaign was so successful no one threw out the paper packaging." There's apparently proof of that in the following case study video, which shows people actually eating the paper. See the footage below:

Video: Bob's Edible Packaging

· Bob's Edible Packaging [YouTube]
· Burger Chain Replaces Plastic Wrapping with Edible Package [psfk via AHT]