the brief.

The flavoured milk legends at OAK are known for fun limited-edition flavours, but this time they wanted to get everyday Aussies involved in creating their own OAK mix to sell in stores nationally via a competition. They tasked humann. to execute the website and get people talking about the OAK Flavour Generator.

the humann. idea.

We focused on what makes OAK truly unique – namely, their quirk and playfulness. Launching in January 2021, OAK fans were able to make their mix via the OAK Flavour Generator website choosing from options like bacon, toffee, lime, licorice and cheesecake.

Our robust media campaign including an interactive (and edible) media kit, drove hype for the competition launch and finalist announcement. 

the results.

  • Over 60,000 Make Your Mix entries
  • National coverage across radio, social and lifestyle media