Fast food chain Bob’s in Brazil wrapped their hamburgers in edible paper so customers could eat them straight away.

To tie in with a campaign that boasted their burgers are irresistible and customers can’t wait to eat them, fast food chain Bob’s in Brazil offered customers edible packaging. Comunicadores reports that agency NBS created the packaging, which was provided in the restaurants for a limited time.

Customers ate the burgers with the paper-like wrappers still on them, demonstrating Bob’s message that people get an uncontrollable urge to eat their food as soon as possible because it’s so delicious. The chain says the campaign was so successful no one threw out the paper packaging. You can check out the case study video below:

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