This supermarket sign broke in the most NSFW way

A sign for a supermarket in New Zealand has broken in a very unfortunate, albeit hilarious, way.

The store, called Countdown, was missing a O from its sign and... well, you can spell it out for yourself.

Catherine Sayce captured the mishap and shared it on Instagram, where it has gone viral.

You've got to feel sorry for any store managers attempting to encourage good customer service while outside a giant sign is pretty much yelling 'c*nt' at anyone who walks by.