Animal rights organisation SAFE has put pressure on Countdown to ban all caged eggs from its supermarket.
According to SAFE customers have asked the supermarket giant to put an end to the sale of caged eggs.
SAFE teamed up with Outrageous Fortune actress Aidee Walker in a video titled 'The ad Countdown doesn't want you to see', calling on the supermarket to make the change.
"We say that if Countdown were to listen to its customers, follow what overseas supermarkets have done and implement a phase-out of all cage eggs, then the ad destined for TV in early April, would not have to air," the organisation said.
Countdown have responded to the calls, saying they're prepared to phase out caged eggs from their own brands.
Spokesman James Walker said the supermarket had committed to go cage free in its own brands by 2022.
"We haven't seen the advertisement by Safe and Aidee Walker, but we wonder why the ad is focused on Countdown," Walker said.
"All national supermarket chains, and other grocers, sell a range of free-range, barn and caged eggs, and give customers the choice."
However, the decision hasn't pleased SAFE, who say not enough is being done.
"Every single day they continue their double standards and delay their decision, is another day in hell for caged hens. So, together with your help, we’re sending a message they simply CAN'T ignore," they wrote on Facebook.
Last week, Countdown pulled Palace Poultry eggs form its shelves after an investigation by media organisation Newsroom claimed that millions of free range Palace Poultry eggs sold to Countdown before this year were likely to have been laid by caged hens.
The Serious Fraud Office is investigating the allegations.