Bob's burger chain in Brazil has officially introduced edible wrapping paper to the menu.

The inventive new packaging ensures less waste and zero clean-up. You can literally apply condiments to the outside of the burger and eat away. The concept seems a bit strange at first, but it seems to have picked up and people are curious to taste the edible paper. Bob's is clever in taking an outlandish idea, promoting it and attracting people to its food. The idea stemmed from the fact that Bob's claims its food is overtly delicious and people cannot wait to eat it. Thus, the edible paper to wrap the burgers in was born to demonstrate the consumer's inability to wait and indulge in the delicious goods.

The Bob's burger chain edible paper campaign is a genius way to promote the company in an alternative way.