Creative agency Boxer has helped the Hurricanes turn the entire front page of The Post into a rallying cry, asking Wellington to get behind its team with a single, simple message: Fill the Tin.

All 34,000 copies of yesterday's paper landed with the slogan dominating the masthead. The campaign is built around the long-running joke that Sky Stadium — "the cake tin" — never quite fills for a home knockout.

Coach Clark Laidlaw said the cheek of it had given the squad a lift. "Wellington puts its money where its mouth is on a Saturday night. We just need them all there." Tickets to Friday's home semi-final against the Chiefs sold past 30,000 within hours of the campaign launching.