Looking for the spiciest trend of the holiday season? Look no further than the branded gift wrap being offered by a slew of food brands, from taco and burrito patterns to sausage-scented paper.

Taco Bell, for example, was selling CrunchWrap-themed gift wrap to Canadian customers via Amazon. The paper features images of individual ingredients. Jacquie Kostuk, lead social strategist for Taco Bell Canada’s ad agency Grip Limited, told PSFK that the product is just another way to “fuel the cult of Taco Bell.”

“It doesn’t matter if you’re a social influencer or just an average fan, we want to become the next-level word of mouth,” she said. “This wrapping paper as a consumer experience is kind of ridiculous, a little bit out there and unexpected, which fits how Taco Bell stands out a bit in its category.”

For anyone that wanted to exclaim THIS IS NACHO PRESENT https://t.co/ZwKdINA6KL

— HB Duran (@thathbduran) December 12, 2018

Other Tex-Mex chains had the same idea as their rival. Del Taco was giving away free burrito wrapping paper earlier this year to celebrate its new menu item, the Epic Triple Meat Burrito. Chiptole is selling gift wrap that comes in aluminum foil, salsa and guacamole prints. A complete gift-wrapping set, including tissue paper, gift bags, paper and bows retails for $50 on the restaurant’s website.

Frozen food brand Jimmy Dean took the marketing stunt one step farther, releasing sausage-scented wrapping paper for its recipe gift exchange promotion.

It’s back! We restocked our sizzling sausage-scented wrapping paper for The Jimmy Dean Recipe Gift Exchange. Grab your skillet, cook up some Jimmy Dean sausage and it could be yours! To participate, visit https://t.co/vbnXn54YaF for the full details. pic.twitter.com/Q08332pjp5

— Jimmy Dean (@JimmyDean) December 7, 2018

It only makes sense for big brands to put their stamp on gift wrap. Americans spend more than $7 billion on wrapping paper each year, according to Sundale Research. Sometimes presentation is just as important as the gift inside – a fact that promo products professionals keep in mind when working with end-users on holiday promotions and other gift-giving campaigns.

“Wrapping paper and a bow set a higher expectation than a plain manila envelope,” Gifts By Design (asi/205947) President Jamie Stone told Advantages. “It adds so much to the gift. It’s more than a big box that the recipient has to dig through. It’s gift-wrapped with a name.”

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