Graza Olive Oil Enters Mayo With Largest Campaign

Graza launched its largest paid marketing campaign to date Tuesday, introducing the olive oil brand’s expansion into the mayonnaise category. The “Seriously Serious” effort includes national television spots highlighting the company’s methodical approach to product development. The Graza olive oil campaign marks a significant milestone for the privately owned company founded in 2021, which has grown to become the fifth-largest olive oil brand in the United States. The campaign debuted March 3 on streaming platforms with plans to expand to out-of-home advertising.

The marketing push supports Graza’s entry into mayonnaise, a category dominated by giants like Hellmann’s and Kraft Heinz. The company developed over 150 formulas before finalizing its olive oil mayonnaise recipe, a fact highlighted in the campaign creative. The Graza olive oil campaign uses absurdist humor to communicate this quality-first approach while differentiating from established competitors. Agency Nice&frank partnered with Graza on the creative development, with Elliott Power of Love Song directing the spots.

Absurdist Humor Drives Messaging

The campaign includes multiple national spots available in 30-second, 15-second, and six-second cuts. The first spot titled “Spoons” features 22,353 testing spoons before introducing Garcia, a fictitious employee who worked through those spoons perfecting the mayonnaise recipe. A second spot called “Testing Twins” tells the story of twin “master testers” whose sole job involves testing olive oil. A third spot titled “The Harvest” illustrates the brand’s commitment to precise timing for olive harvesting.

This creative approach represents a significant investment for Graza, which has built its brand largely through social media and retail presence since launch. The Graza olive oil campaign seeks to translate the company’s quality reputation from olive oil to the new mayonnaise category. By emphasizing the rigorous development process, the marketing aims to justify consumer trial of a new entrant in a crowded field dominated by century-old brands.

Top Chef Partnership Announced

Graza will serve as the grand prize sponsor and olive oil partner for season 23 of Bravo’s “Top Chef,” scheduled to begin airing March 9. The brand will award $250,000 to the season’s winning chef, a significant investment in culinary credibility. This partnership builds connections with both home cooks, the brand’s original target audience, and elite chefs who influence food trends. The Graza olive oil campaign thus extends beyond traditional advertising to include experiential and sponsorship elements.

The “Top Chef” association provides Graza with exposure to a dedicated food-focused audience that aligns with the brand’s quality positioning. Previous seasons have demonstrated the show’s ability to elevate ingredient brands through chef endorsements and on-screen usage. The $250,000 grand prize represents one of the larger sponsor commitments in recent seasons, signaling Graza’s aggressive growth ambitions.

NASCAR Activation Expands Reach

Beyond television and streaming, Graza recently revealed its status as the Official Olive Oil and Mayonnaise of NASCAR. This partnership builds on a previously announced tie-up with RFK Racing, a stock car organization competing in the NASCAR Cup Series. Through the activation, Graza will bring a custom food truck concept to multiple race weekends. The brand will also leverage NASCAR’s integrated marketing ecosystem to boost reach among racing fans.

The NASCAR connection follows a pattern of non-endemic brands entering the sport to access its dedicated fanbase. Tequila brand 818 and restaurant chain Chili’s have similarly looked to engage racing enthusiasts through partnerships. The Graza olive oil campaign thus spans multiple platforms and audiences, from cooking show devotees to motorsports fans. This diversified approach maximizes exposure for the mayonnaise launch while reinforcing olive oil credentials.

Retail Availability and Growth

Graza currently reaches consumers through over 28,000 retail locations nationwide, providing substantial distribution for the new mayonnaise products. The brand offers two olive oil mayonnaise varieties plus a new garlic-flavored option, expanding choices for consumers seeking alternatives to traditional mayonnaise. Retail placement alongside established competitors will test whether the Graza olive oil campaign successfully drives trial and repeat purchase.

The company’s growth trajectory has been rapid since its 2021 founding, achieving top-five olive oil market position in just four years. This success attracted attention from larger competitors and retailers alike, creating opportunities for category expansion. The mayonnaise launch represents a logical extension of the brand’s expertise with olive oil as a core ingredient. Consumers familiar with Graza olive oil may prove receptive to related products carrying the same quality promise.

The campaign creative walks a careful line between self-deprecating humor and serious quality claims. The absurdist approach featuring spoon collections and dedicated twin testers acknowledges the potentially obsessive nature of product development while celebrating the results. This tone distinguishes Graza from competitors who typically emphasize taste or convenience rather than formulation rigor. The Graza olive oil campaign thus establishes a distinct brand personality while communicating substantive product benefits.

Marketing investment at this scale suggests confidence in the mayonnaise category opportunity and the brand’s ability to capture share. Private companies rarely disclose campaign budgets, but the multi-platform national rollout represents significant expenditure for a brand of Graza’s size. Success could validate the strategy of building a premium food brand through distinctive marketing and selective category expansion. The coming months will reveal whether consumers respond to absurdist humor with willingness to try olive oil mayonnaise from a relatively young brand.