Social currency pays for Southern comfort

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For its new campaign, North Wharf’s American deep-south restaurant Miss Clawdy has leveraged the fact that Instagrams of food are the second most popular posts, and dessert takes out the number one type of food post.

Making the most of this growing phenomenon, Quay St-based shop Starseed and Miss Clawdy have devised a new way to pay the dessert tab –via social currency.

In celebration of its first birthday week, diners will be able to pay for the house special, Miss Clawdy’s birthday cake, in the form of an Instagram post. Diners order the cake, post an Instagram photo of it, show the post to restaurant staff at the counter, and their dessert is free of charge.

In collaboration with cake queen Karla Goodwin of Bluebells Cakery, bespoke birthday cupcakes have been created to embody all the rich Southern flavours of Miss Clawdy.

Diners can use the hashtag #cakecurrency and tag @MissClawdynz to finalise the social payment.



Creative Agency: Starseed
Creative: Randy Manicks
Senior Account Manager: Randy Manicks
Creative Director: Karen Maurice-O’Leary
Strategic Director: Angelina Farry

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