Another day, another degrading message about women.

A new sexist advert is doing the rounds this morning. It comes from the folks at the Co-operative Food company based in the UK. They've gone with the wording, "Be a good egg. Treat your daughter for doing the washing up."

Image via Natalia Georgina

We have so many questions:

WHY is it just for daughters? WHY the washing up? Just WHY?

From looking online I think the message for the advert may have been lost somewhere along the line. They have a new Easter campaign "Be a #GoodEgg this Easter" where they are calling on people to gift someone special in their lives with an Easter egg. They've said:

"This year, we’re celebrating the good eggs in our life – from the neighbour who mows your lawn, to a colleague who makes the best brews – make them smile, with a sweet treat or a kind word. "

So, the examples given online are your neighbour who mows the lawn and the colleague who makes the best cup of tea which aren't offensive at all. But using the example of a daughter who does the washing up, in isolation, is totally off the mark. We've reached out to the Co-op and they informed us that they have now pulled the advert saying the following:

"We are proud of our organisation’s equality and diversity and we are sorry and have changed the advert's wording.”