It's the Countdown sign with the missing 'O' all over again!
Palmerston North, the place of all things good in New Zealand, has one more attraction to add to its books.
A Pak'nSave billboard has gone viral after a photo shows its unfortunate placement behind a pole.
The billboard reads "RUCK ME! THAT'S LOW PRICES" to go alongside the rugby being played in Japan but unfortnately, due to the pole, the first word now looks like it starts with an 'F'...
Sharing the photo on Reddit, user kazza87 wrote "Love that pole placement! Keeping it classy in Palmy..."