Not since the Countdown sign with the missing 'O' - we'll let you figure out where it was missing - have we seen such great supermarket advertising!
A Pak'nSave billboard in Palmerston North has gone viral after a perfectly positioned pole changed the intended message.
The rugby-themed billboard has the words "Ruck Me! That's low prices". A photo of the advertisement has made the rounds on the internet, with part of the billboard obscured by a pole making the "R" look like an "F".
"They know what they're doing," one person wrote on the Reddit thread where the image made the rounds.
One things for sure, the advertisement seems to be doing its job!