A Pak'nSave billboard displayed in Palmerston North has gone viral on social media as the unfortunate placement unveils an offensive phrase.
A photo of the billboard, which is on a Rangitikei St building opposite Cuba St, has been shared on a New Zealand Reddit thread along with the caption "Love that pole placement! Keeping it classy in Palmy...".
The billboard is meant to say "RUCK ME! THAT'S LOW PRICES", however in the photo the first word has been transformed by a pole to start with an "F".
Going with a rugby theme, the billboard also has the words "sideline support deals".
Many Kiwis on Reddit found the photo hilarious, with some sarcastically claiming that Pak'nSave "knew what they're doing".
A Foodstuffs spokesperson told the Herald that Pak'nSave liked to push boundaries in terms of creativity with their advertisements.
"The 'Sideline Supporters' campaign is national and customers can see it on TV, radio, online – the executions differ by channel and throughout the country.