You may not have noticed, but the Rugby World Cup final looms on Sunday morning. And still the brands attempt to squeeze blood from the rugby stone. And this week's winner of The Big Game, a prestigious award dished out by StopPress to the best example of desperate euphemism usage from non-sponsors hoping to ride the attention train, goes to Mr Whippy for its glorious pun-based treat.
Perhaps honouring the legacy of soothsaying animals Richie McCow (RIP) or Richie MaCaw (check out his 'parroty' Twitter account), or maybe even the Richetty grub, Mr Whippy is treading pretty close to the line on this one, with the Richie McThaw promo featuring a black jersey with the number 7 and the line 'so proud of our boys in black'.
It's not clear whether Mr Whippy has created a truly authentic McCawian experience with the black coned, $5.50 treat by adding a spray of the All Blacks' official* fragrance, Scrummâge, which is thought to be a mixture of liniment, mud and homoeroticism.
- See some previous Big Game recipients here.
2degrees doesn't want to miss out either, so it receives a highly commended for subtly added something to its Facebook profile pic.