Graza, the premium olive oil brand known for its bold personality, has unveiled a new campaign called ‘The Hot Lap Test’ that pairs the speed of NASCAR with the sizzle of its signature oil.
Developed with agency nice&frank, the initiative puts the oil to the ultimate test by attempting to fry an egg sunny‑side‑up under race‑track heat, showcasing how the product can withstand the high‑temperature environment of a NASCAR event.
Alongside a :30 spot and a series of stills, the campaign introduces a custom food truck that will appear at tailgate parties, partnering with RFK Racing and the NASCAR Fan Rewards program to deliver bold, high‑quality flavors to fans on the ground.
A Flavorful Fusion of Speed and Humor
Andrew Benin, Graza’s Co‑Founder and CEO, says the partnership is about celebrating NASCAR culture through authentic experiences and creative storytelling that feel unmistakably Graza.
Kara Ludman, Creative Director at Graza, adds that the visual language draws on nostalgic NASCAR imagery while injecting the brand’s campy, irreverent humor, making the campaign both familiar and fresh.
The ‘Hot Lap Test’ is part of a broader ‘Seriously Serious’ brand platform that also revives the viral ‘Potato, Potahto’ chip campaign, using comedy and olive‑oil cooking to highlight Graza’s commitment to 100 % extra‑virgin olive oil.
Through collaborations with NASCAR Digital Media, Hospitality & Fan Experience, and broadcast teams, the activation extends beyond the track, offering fans new ways to engage with the sport and the brand.
The campaign launches on August 8, when Graza becomes the Official Olive Oil of NASCAR, integrating its branding into trackside experiences, broadcast content on The CW, and the overall fan‑experience ecosystem.