Oak stages ‘reverse robberies’

Flavoured milk brand Oak has created a series of videos purporting to be footage of mask-wearing raiders forcing their way into convenience stores to conduct “reverse robberies” in which they fill the shelves with the drink.

The hidden camera-style videos appear to show shop staff being taken by surprise when the raid takes place. It features the mask-wearing man burst in a shop and announce “Everyone stay calm this is a reverse robbery.”

However the fact that the fridge they load up was already empty may lead to suggestions that the footage was actually staged. Nobody from the Monkeys or Parmalat was able to clarify at the time of posting.

According to a press release: “The Oak Facebook wall was inundated with fans complaining that they could no longer get a fix of their favourite flavoured milk. Their beloved Oak was disappearing from convenience stores across the land.

“Why? Because not all store owners understood what it’s like to be in a in a state of ‘hungrythirsty’. This required immediate action so ‘Reverse Robberies’ was created.”

The raiders wear latex masks featuring the face of brand front man John Henry.

Melissa Packham, Parmalat Product Manager – Beverages said in the release: “With this campaign, we’ve put the battle for Oak distribution in the consumer’s hands.”


Client credits:

  • Parmalat General Manager Marketing: David Waugh
  • Parmalat Marketing Manager – Beverages: Jenni Booth
  • Parmalat Senior Product Manager: Melissa Packham
  • Parmalat Marking Assistant: Kimberley Dixson
  • Agency: The Monkeys
  • Executive Creative Director: Justin Drape/Scott Nowell
  • Creative Partner: Micah Walker
  • Digital Creative Director: Jay Gelardi
  • Art Director: Matt Heck
  • Copywriter: Alex Derwin
  • Copywriter: Benn Sutton
  • Digital Art Director: Brent Tunney
  • Agency Producer: Jade Wannell
  • Director of Client Services: Dan Beaumont
  • Executive Planning Director: Fabio Buresti
  • Strategic Planner: Lisa Aitken
  • Channel Planner: Mat Rawnsley
  • Social Media Strategist: Mathieu Abet
  • Content Director: Gini Sinclair
  • Senior Content Manager: Chloe Morshead, Kate Behne
  • Digital Director: Ben Cooper
  • Digital Producer: Izabela Gniewkowska
  • Technical Director: Kynan Hughes
  • Lead Developer: Adam Robertson
  • Director: Abe Forsythe
  • Producer: Alex Hay
  • Production Company: Jungle Boys
  • Editor: Abe Forsythe
  • Recording Studio: Song Zu

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