Video: Burgers Wrapped in Edible 'Paper' at Bob's in Brazil

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To show that their burgers are so good customers can't wait to unwrap them before digging in, Brazilian fast food burger chain Bob's wrapped their burgers in edible "paper" as part of a recent marketing campaign. You can watch customers eat wrapped burgers in this video:

According to Kenji, this is what the burger looks like under the wrapper:

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[Photograph: Kenji Lopez-Alt]

...Euh. Well. Maybe the edible wrapper makes them taste better.

[via Brand Eating and psfk]

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