Putting an entertaining spin on sustainable packaging, Brazilian fast-food chain Bob has introduced edible wrapping for its burgers.
The rice paper packaging can be eaten in one go, negating the need to unwrap the burgers or dispose of the packaging afterwards.
As part of a marketing campaign called You Cannot Control, co-conceived with Brazilian advertising agency NBS, the idea was formulated to communicate the message that their burgers are quite literally irresistible, as well as providing an environmentally friendly solution to litter. According to Bob, the campaign was so successful that no wrappers were left in the restaurant.
With more than 75 million tons of packaging waste ending up in landfills each year in the US alone (according to the US Environmental Protection Agency), sustainability has become a key concern for many consumers. Packaging perceived as being particularly wasteful – such as the cellophane-wrapped bananas found at German supermarket chain Billa – has incurred the wrath of shoppers, appearing in social media ‘name and shame’ campaigns.
Although Bob’s edible packaging is only a temporary gesture (the brand has not stated whether it will be an ongoing initiative), it could inspire other food retailers looking to cut down on wastage and improve their ‘green’ image.
For more on how brands are attuning their packaging to answer consumers’ desire for convenience, ease and waste reduction, see Packaging to Survive Modern Life.
Also see how homeware retailer DIY Living found a zero-waste solution with double-duty reusable cardboard packaging that could be transformed into furniture.