Burger chain advertises food served with edible wrappers

A Brazilian-based fast-food chain has come up with a way to serve its burgers with an edible wrapper. The company just recently launched a major ad campaign on this unique way of serving.

Bob's, a fast-food chain in Brazil, recently launched its new burger wrappers, totally edible. The company is focusing a new ad campaign on this newly developed way of wrapping food, reported AdWeek. The ad campaign's theme is a play on the restaurant's tagline which is, "Não dá pra controlar,” (Google translates this as "You cannot control"). The ad campaign implies the chain's burgers are so good, people can't wait to unwrap them, so they eat through the wrapper. While this edible wrapper appears to be a gimmick, could edible wrappers be the future as people across the world go green and try to reduce waste? According to the Huffington Post, edible wrappers "appears to be a one-time event for the chain", but notes it might be the wrapping of tomorrow as other companies have been working on similar ventures. Bob's is named after tennis pro Robert Falkenburg, the chain's American Brazilian founder, reported BrandEating. The business was opened in 1952.