Quality Meats Proves Graza Oil Is Good in Anything (And They Mean Anything)

In just three years, Olive oil brand Graza has become one of its category's most recognisable players – in part due to its distinctive squeezy-bottle packaging. But now, the brand has launched glass bottle versions of its ‘Drizzle’ and ‘Sizzle’ oils, and a first-ever OOH campaign to show them off to the world.

The campaign, ‘Good in anything.’, was created by Graza’s marketing team, in partnership with Chicago-based independent agency Quality Meats, and celebrates the new glass editions by showing how Graza oil is good, not just in glass and squeeze-bottles, but in all manner of dishes and unusual vessels.

“Because for us, it's never been about the bottle or the form factor — it's always been about the crazy fresh oil inside,” explained Kali Shulklapper, Graza’s director of brand marketing.

The nearly 100 OOH placements across New York City, and two tabletop-style films directed by Common People’s Morgan Harary, put Graza oil in a variety of surreal circumstances – pouring from a cupid statue, dripping from an IV line, squirting from a soap dispenser – taking an unconventional route to fried eggs, salads and even martinis.

Discussing the creative process behind the work, Quality Meats’ senior copywriter Cooper Bowman said, "We were racking our brains to even think of another olive oil brand off the top of our heads. That's part of why Graza's so good – how different and irreverent they feel compared to the rest of the category.

“We figured since they were launching a glass bottle (something every other olive oil brand has) we'd take the rest of the campaign to a place no other olive oil brand can go, hence the rubber ducky and cupid fountain, etc."

Across four weeks, the NYC billboards, DOOH placements, wallscapes and wildposting are estimated to have generated over 50 million impressions, making this Graza’s biggest ever campaign, creatively and in terms of its media plan.

Emblazoned with the double-entendre tagline ‘Good in anything. Now in glass.’, the OOH has been accompanied by ads in the NY Times, digital videos on Meta and YouTube and consumer experiential.