Four'N Twenty: "The Pie Napkin"

A Four’N Twenty meat pie (with sauce/ketchup) is the cherished snack of Aussie football fans.
The Footy Record is Aussie football’s official game day magazine.
The relationship between fan, pie and magazine has always been symbiotic… especially the ritual of using the magazine as a “napkin” for the crumbs, gravy and ketchup that inevitably slew off the pie when watching a thrilling game of football.
When their weekly ad appears in the magazine, this is Four’N Twenty’s gloriously analogue form of interactive advertising.
Simple steps: hold your pie and attempt to eat it while simultaneously cheering and gesticulating insanely, with the Footy Record splayed open on your lap (preferably at the page where the Four’N Twenty ad is situated).
End result is demonstrated here in last weekend’s ad.