In this week's instalment of 'The Big Game', a prestigious award dished out to the best example of euphemism usage from non-sponsors hoping to ride the attention train during the Rugby World Cup, the prize goes to Pak'nSave for its punny egg-based Facebook post and special staff haka.
Its game on! Who are you backing tomorrow?Posted by PAK'nSAVE on Thursday, October 8, 2015
It seems eggs are a favourite of the Foodstuffs euphemism department, because New World has also played with its food for a cheeky ad.
Previous winners of the 'Big Game' award include Samsung, Harvey Norman, Vodafone and Uber. M&Ms is also calling itself the 'snack for the game' in its current outdoor campaign; ANZ is 'Dreaming Big' again, this time with Stephen Donald, although it is a broadcast sponsor of the coverage; many brands are playing on the colour black, with Wendy's launching a black burger (and a cheeky loophole-embracing ad) and Honda telling punters to 'Go Black'; and Moa launched its special Four More Years brew, despite Heineken's association as the official beer.
Feel free to let us know of any other brands harnessing the murky world of ambush marketing/rampant euphemism and we can add them in.
And if you need some guidance on the rules, The Edge created something last year.