Coles has been using some suspect advertising by proclaiming "no added hormones" in their chickens.
The reason for the raised eyebrows is because hormones haven't been added to chickens in Australia for 50 years.
So is the supermarket trying to take advantage of the popular belief that chickens are given hormones to speed growth?
Adding hormones to Australian poultry was outlawed in the 1960s but once a myth starts it's sometimes almost impossible to put things straight.
As a result many people believe that chickens are pumped full of hormones and the Coles campaign sounds like they are saying, "yes, but not us."
By suggesting that their chickens are hormone free it also suggests that other markets are selling chickens pumped up on hormones.
A Coles spokesman said the supermarket was just countering the myth.
"Chicken in Australia has not been treated with hormones for over 40 years. However, there is still a widespread misconception among customers that they do," he said.
"In fact in July last year, chicken producer Steggles commissioned a Newspoll study among 1000 people that showed that 76 per cent still believed that hormones and/or steroids were used in chicken production."
