After a light-hearted marketing stunt unexpectedly took off online, local eatery PANINA has decided to turn the viral moment into something much bigger.It all started when PANINA shared a post joking that a certain Matthew Borg had left without paying for his meal, using the fictional customer as a playful way to showcase some of its most popular menu items.However, things took an unexpected turn when a real Matthew Borg jumped into the comments and suggested that the attention could be used for a good cause instead.PANINA quickly embraced the idea.“For every unique Matthew Borg tagged in the comments on THIS Facebook post, PANINA will donate €5 to Puttinu Cares,” the eatery announced in a follow-up post.Customers have until midnight on 18th August to tag as many different Matthew Borgs as they can find, with each person only being counted once.“A big thank you to everyone helping us turn a bit of marketing fun into an opportunity to do some good,” PANINA said.The challenge is taking place exclusively on Facebook, with the popular food spot encouraging followers to “tag your Matthew Borg” and help raise money for one of Malta’s most beloved charities.What started as a joke about an unpaid meal has now become a crowdsourced fundraiser, and judging by the number of Matthew Borgs already appearing in the comments, Puttinu Cares could be in for a healthy donation.Share this Matthew Borg!•