Three days ago, a woman in Portland, ME named Jesenia Santana posted this photo of the Forest Avenue Dunkin'. Since then, the message on the sign has mystified and confounded millions of people and am I ever one of them.

For a brief moment I really thought I was on to something.

UH OH SPICY!
PUMPKIN HAHAHAHA
PUMPKIN TASTY
- Forest Avenue Dunkin' Sign, Portland ME

Remembering back to fourth grade, I once had to do a watercolor painting along with a poem with some kind of specific syllable structure.

HAIKU!

Alas, the Traditional Japanese short form poetry is very similar to this sign message, but the format should be 5 syllables, 7 syllables and 5 syllables. NOT 4-6-4.

Not unlike a double chocolate donut, my eureka moment had disappeared as quickly as it arrived.

Is it possible that the author of this message thought that Haiku WAS supposed to be in a 4-6-4 format?

Or perhaps is there something far more devious about what we're looking at?

I know that in my hometown of Rochester, seemingly every weekend the trouble makers in the neighborhood will turn every message board like this into the foulest phrases one could ever think of, and everyone of them is just as nonsensical as this.

Could this be an outside job?  The work of prankster? Portland is a big city after all, maybe these letters are from another sign?

If this WAS written by an employee, I have to give credit where credit is due. It has completely taken over my every waking thought and THAT is THE ultimate objective of any advertiser.