When retail strategy meets social media gold: The Officeworks controversial starter kit that had Australia laughing

Sometimes the best comedy writes itself, and that's exactly what happened when a sharp-eyed Australian comedian spotted what appeared to be retail merchandising gone very wrong–or perhaps very right, depending on your sense of humour.

What happened? Would it get a laugh or two out of you too?

Australian comedian and entrepreneur Frida Deguise, a trailblazing Muslim comedian and founder of LA Donuts, recently sent social media into stitches when she discovered small resealable bags placed conveniently next to digital scales in a Sydney Officeworks store.

Her video posted on social media, which playfully accused the office supply giant of running 'a money laundering business,' struck a chord with thousands of Australians who appreciate the absurd in everyday situations.

Frida Deguise holds the unique distinction of being Australia's only Muslim female comedian – at least as far as she's aware.

But her influence extends far beyond the comedy stage. With over 106,000 Instagram followers, this mother of four has built a significant social media presence whilst smashing racial stereotypes and cultural divides in the process, having featured on prestigious shows like the Melbourne International Comedy Festival Gala.

Born to Lebanese immigrant parents and raised in Melbourne's suburbs, Deguise has worn many hats – fashion designer, chef, and now donut shop owner.

Her journey into comedy began partly as a response to post-9/11 attitudes toward Muslims in Australia, using humour as a way to show people who she really was beyond stereotypes.

'I think comedy was a way for people to listen and, when I speak, I'm so crude, I swear so bad and I'm so Australian'

What made Deguise's discovery particularly amusing to retail insiders is that nothing in a store is placed by accident.

Companies track where shoppers look and even which patterns their gazes follow to drive sales.

With 70% of buying decisions made in-store, strategic placement can significantly sway consumer choices, from capturing attention with eye-level shelving to driving impulse buys at checkout.

The irony wasn’t lost on social media users. Here was a perfect example of cross-merchandising–placing complementary products together to increase basket size–except the 'complementary' nature was hilariously inappropriate for a family-friendly office supply store.

Deguise's video perfectly captured the Australian sensibility for finding humour in the mundane.

In her clip, she jokingly addressed Officeworks executives directly: 'You've got some explaining to do... Who decided to put mini bags right next to the scales? Asking for a friend. What do you reckon they're planning?'

The response was quintessentially Australian. Rather than outrage, viewers embraced the absurdity.

One commenter noted it was 'very convenient for a dealer to find everything they need right there,' while another suggested staff had simply gotten 'sick of people asking where the two were every five minutes... It's called convenience.'

This isn't the first time retail placement has provided unintentional comedy gold. Sticker placement and signage have created countless unintentional jokes, with innocent ads turning into comedy moments when positioned badly.

The same principle applies to in-store merchandising, where everyday combinations can create humour that spreads across social media faster than any marketing campaign.

Australian social media truly showcases the nation’s sense of humour, with creators finding comedy in everything from retail experiences to daily life observations.

While Officeworks hasn’t publicly responded to Deguise’s video, the incident highlights how quickly retail moments can capture public attention in the social media age. Viral sensations often sell out products, but they can also shine a spotlight on merchandising decisions in unexpected ways.

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What do you think about this viral moment? Have you spotted any questionable product placements in your local stores? Share your retail observations in the comments below!