"This is pretty tone deaf right now," one follower wrote, according to Stuff.

"Not appropriate guys," said another.

A further screenshot obtained by Stuff showed an Instagram user highlighting the ways in which the stunt went against the current regulations around supermaket shopping, which are designed to stop the spread of deadly pandemic, which has killed more than 80,000 people internationally.

"One person from the bubble is meant to go to the supermarket. No people from the bubble are meant to faux lick stuff."

Boyens gave a statement to Stuff that said the post was meant in good fun.

"We like to have a laugh and have fun together, but we removed the picture really quickly after further thought," he said.

"We just want everyone to stay happy and safe in these times."