Rugby: Battle of Bays gets bit cheeky

Jarvy Aoake of the Magpies is not impressed with a sign backing the Bay of Plenty Steamers which has been erected in Napier. Photo / Paul Taylor

Go the Bay! Bay of Plenty, that is.

This mysterious message appeared on a billboard in Napier, and is one of several signs that have been spotted around the country in traditional rival territories.

The tongue-in-cheek marketing campaign is the brainchild of the New Zealand Rugby Union as they look to renew rivalries in the provinces.

Hawke's Bay Rugby Union commercial manager Jay Campbell said the campaign was very clever and should spark further interest in the world's greatest provincial rugby competition.

"The campaign is hoping to create noise around the ITM Cup and a siege mentality around fans which, in turn, hopefully, garners support around the provinces. The response from social media shows the passion our province have for the 'pies," he said.

"This is Ranfurly Shield country so fans need to get to the game on Saturday and show them what we are all about," Campbell said.

Social media has been buzzing about the campaign, with many seeing the benefit in a bit of banter between the regions.

"That's what NPC is all about. Supporter banter. My dad told me a story about a Hawke's Bay challenge for the Shield against Manawatu, back in the 70s I think. As they were travelling down to Manawatu through the gorge there were magpies tied to every lamppost," Brendon Cornes said.

Amber Thompson-Kiddie suggested "just get tui to flick us a YEAH RIGHT sign."

"These billboards are brilliant. Nobody has really cared about the ITM Cup for years now, so intimating some feeling between unions is genius," Steve Burgess said.

Other signs have been spotted in Nelson, Hamilton and Palmerston North.

Tasman, you play great rugby, in a runners-up bridesmaid kinda way. Regards, Canterbury Rugby.

The Tron. City of the future? More like the city that time forgot. Regards, Bay of Plenty Rugby.

Manawatu, you think you've got a chance at the premiership? Get me a bucket! Regards, Taranaki Rugby.