Recently, Tui put up a few Yeah Right billboards that said 'My shout, I've got shares in Moa beer', which was a jab at the fact that its stock price dropped by around 32 percent after it failed to meet its sales targets. And Moa has responded in typically comical fashion by showing how hard it is to get hold of Tui's owners.
As one witty commenter said on Moa's Facebook page, which is seeing plenty of action today as a result of the ad: "Back in your hole Tuiken, or is that Montui, maybe Double Tui Gold. Meh, who knows."
Chalk another one up for Darryl Parsons, who has done a bit of this in the past for 42 Below.