New World Supermarket complaint: Incorrect shelf price

I was at the poultry section today and there were 5 whole chooks with the shelf price of $9.99. I chose 2 but noticed the price on the chooks was different.
I took a photo, pointed out the incorrect pricing to the poultry person and headed to the checkout. I was told at checkout that each chook would cost $20 as that was the price and not the price displayed on the shelf. I explained that under the fair trading act the advertised price was the shelf price and showed the photo. They took the chooks away and I waited, and waited and waited. The employee then came back without the chooks and told me I couldn’t have them for $9.95.
I went back to the poultry section to find all 5 chooks had been removed. I asked for my chooks back and was given them but was told that New World would not honour the price displayed originally on the shelf. After half an hour if heated debate I left, without the chooks. I then went to Countdown, got my groceries and asked the manager there what they thought. They said due to the fact that there was a number of chooks being advertised at the cheaper shelf price they would have honored that, looked after the customer and ed their staff to take greater care when stocking shelves.