“Any advice for people outside of Southland trying Fat Bastard Pies for the first time?” – Seven Sharp presenter, Jeremy Wells, innocently asks during a pre-recorded interview. Both James and Simon pause awkwardly. There’s a shuffling of feet.

In a stunning display of resourcefulness, Pie Club members are reporting multiple uses for their packaging long after the pies are gone.

My father, born in 1904, was old school. He would not suffer in silence when food items did not live up to their advertised content or his expectations.

Christmas break was supposed to be a time of joy and cheer for the members of Pie Club, an online pie subscription service. Little did they know, however, an inconspicuous system sensitivity to capital letters would be their undoing.