Bob's Burgers: THE UNCONTROLLABLE WRAPPER

Credits & Description:

Advertiser: BOB'S
Agency: NBS
Category: Best Use of Live Events and/or Stunts
Advertising campaign: THE UNCONTROLLABLE WRAPPER
Creative Director: André Lima (NBS)
Creative Director: Marcello Noronha (NBS)
Art Director: Vinicius Cunha (NBS)
Copywriter: André Jardim (NBS)
Creative Director: Pedro Feyer (NBS)

Strategy
Our PR strategy was to maximize our stunt. And we managed that: we got worldwide buzz. We achieved that with a video that was all based on consumers reactions to the edible wrapper. Our audience was built on that: the spontaneity of people’s reactions.

Effectiveness
The wrapper was put to the test in a single store and was very welcomed: 74% of consumers tasted it. After that, word quickly spread out. The idea received national and international press coverage. TV hosts, journalists and bloggers started talking about Bob’s. And even more important: they got curious to try our edible wrapper.

Execution
We tried 6 different types of paper until we found one that had the least interference on the flavor. The chosen one was made with rice. One store was prepared for the stunt and several hidden cameras captured consumers reactions. From the start we felt that our final material had lots of potential. That’s why we opted to keep the launch to our Facebook brandpage, as well as sending our video to selected media channels.

Client Brief Or Objective
The uncontrollable wrapper had two major goals. The first one was getting people’s attention and curiosity on the store, having them try our special wrapper. The second goal was to bring awareness to our brand through buzz in national and international media.

Campaign Description
Bob’s is a fast food chain from Brazil. It’s tagline: “You can’t control yourself”. How do you communicate that your burgers are really irresistible? We had to find a way to prove that people simply can’t wait to taste them. We created a package that dramatically reduces the time from getting your hands on one of our burgers to actually eating it. Meet the world’s first edible wrapper for burgers. To find the perfect material, we had to test 6 different types of edible paper. The one that had the least interference on the flavour was made with rice paper. The wrapper was put to the test in a single store where we filmed people’s reactions to it.

Relevancy
Bob’s is a fast food chain in Brazil with a fun and easygoing communication, different from competitors. In all of its efforts, the brand focuses in the irresistibility of its burgers throught the taglie “You can’t control yourself”. Our challenge was to set up a stunt that made that tagline a reality, creating a fresh experience to customers.