Air New Zealand have boldly decided to take another dig at our trans-Tasman cousins after our national airline was recently named Australia's most trusted brand.
Full page Air New Zealand ads ran in papers across Australia announcing the win and referencing another sensitive cultural claim to fame.
"We've taken the cake, and this time it's not the pavlova" the ad flaunts.
"Awarded No.1 Corporate Reputation in Australia 2017 and 2018."
The announcement made last week will surely rile competitors Qantas and Virgin Australia who placed third and fourth in the corporate reputation stakes.
It's not the first time Air New Zealand's marketing department have needled the Australians.
Following the Australian cricket team's ball tampering controversy, Air New Zealand tweeted a short video mockingly inviting captain Steve Smith to visit the South Island to "to escape the heat back home".
In early April, Air New Zealand also totally ditched it's strategic ties with Virgin Australia and will no longer share trans-tasman routes with them.
The goose in the image is Dave the Goose - a character used to advertise Air New Zealand to the Australian market.