Graza, the premium extra‑virgin olive oil label known for its bold flavor and unapologetic attitude, has unveiled a new marketing initiative called The Hot Lap Test. The campaign subjects the brand’s signature oil to the same extreme heat and speed that define a NASCAR race, positioning the product as a challenger that can withstand high‑octane environments.
At the heart of the rollout is a :30 television spot that captures the roar of engines and the sizzle of a skillet, accompanied by still images that celebrate NASCAR’s Americana heritage while spotlighting Graza’s role as The Official Olive Oil of NASCAR. The partnership taps into NASCAR Digital Media, RFK Racing and the broader hospitality and fan‑experience ecosystem to embed the brand into every lap‑day moment.
Complementing the advertising effort, Graza has built a custom‑painted food truck that travels the NASCAR circuit, delivering elevated tailgate fare that showcases the oil’s versatility. The mobile kitchen turns ordinary race‑day snacks into gourmet experiences, reinforcing the brand’s promise of high‑quality flavor wherever fans gather.
A Humorous Platform that Asks ‘Potato, Potahto?’
Under Graza’s ‘Seriously Serious’ brand platform, a series of viral chip advertisements pose the tongue‑in‑cheek question ‘Potato, Potahto?’ to underscore the company’s commitment to cooking exclusively in 100 % extra‑virgin olive oil. The spots blend campy humor with a clear culinary message, turning a simple snack into a conversation starter.
Andrew Benin, co‑founder and chief executive of Graza, says the campaign is about honoring NASCAR’s culture through authentic, creative storytelling that feels as natural as a pit‑stop. Kara Ludman, Graza’s creative director, adds that the initiative captures the sport’s nostalgic spirit while injecting Graza’s signature bold color, humor and campy energy.
By weaving together high‑speed racing imagery, immersive fan experiences and a playful brand voice, The Hot Lap Test aims to make Graza a household name among NASCAR enthusiasts and food lovers alike, proving that even a humble bottle of olive oil can thrive under the checkered flag.