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Graza Goes With Everything
How an olive oil brand leveraged partnerships to expand their category
Ali Kaltman
March 02, 2025
Brand: Graza
Campaign: Partnerships
Read time: 5 minutes
💬 Overview 💬
Working as a Director of Partnerships has completely reshaped how I think about brand collaborations.
Before Grüns, I used to admire the loudest partnerships… the ones that were bold, unexpected, and designed to grab attention.
The bigger the splash, the better.
But now, after spending every day immersed in partnerships, I’ve developed a deep appreciation for the thoughtful, strategic, and even “basic” collaborations, the ones that may not go viral but drive real business results.
That’s why I love Graza’s partnership strategy so much.
Rather than chasing shock factor, Graza uses partnerships to expand the way people think about olive oil, not just in the food industry, but beyond.
Olive oil isn’t just for sautéing and making sauce; it’s an essential ingredient in so many aspects of daily life.
And Graza knows that.
Let’s break down their partnership strategy & why it’s so effective…
💙 The Branded Moment 💙
A quick scroll through Graza’s past partnerships reveals a mix of the unexpected and the incredibly strategic.
Their true strength lies in partnerships that reinforce their core product use cases well beyond the stove.
Here are my favorite examples:
Fishwife x Graza
Graza and Fishwife teamed up to create a co-branded “Campfire Cod”. The partnership reinforced how olive oil enhances seafood dishes & how tinned fish leverages olive oil for its unique taste.
Little Spoon x Graza
Baby food with healthy fats! Graza partnered with Little Spoon to highlight the nutritional benefits of olive oil for early development, seamlessly introducing their product into a new category: baby food.
The Aura Bora Martini
Olive oil in a cocktail. Graza and sparkling water brand Aura Bora created a martini featuring Aura Bora’s floral-infused sparkling water and a silky Graza olive oil finish, showcasing how olive oil can elevate cocktails.
Graza x Talenti
Who knew olive oil went so perfectly with ICE CREAM? Graza popped up outside the US Open last year with Talenti to serve Olive Oil Ice Cream.
Ice cream, cocktails, baby food, and fish…
Graza ensures every partnership expands the consumer’s perception of what their product can do.
💡 Results 💡
Graza’s partnership approach has led to:
Increased brand awareness through cross-industry collaborations
Deeper consumer education on olive oil’s versatility
Stronger customer loyalty by reinforcing everyday usage
The results are also in the numbers. Founded in 2022, the brand has had a meteoric rise in the last 3 years, with their 2024 sales reaching over $48M.
The brand has solidified itself as the top culturally-relevant EVOO brand in the market.
🎬 Take Action 🎬
The best partnerships make your product more useful in consumers’ lives.
Before chasing the most unexpected collab, ask yourself:
Does this expand how people think about our product?
Will this actually drive sales and engagement?
Is this a brand alignment that makes sense beyond just a PR moment?
It might be worth taking a second look and thinking about the way your partnerships solidify your brand’s use-cases.
What’s New This Week
One new product I tried this week 👉 I finally tried Ouai Shampoo and I really like how it feels in my hair. I’ve been influenced.
One new campaign I’m loving 👉 Gap x Parker Posey - Excellent timing with the White Lotus 🙂
One new show to watch 👉 Running Point (New Kate Huson Netflix Show) - As a woman in the fitness/wellness industry, I’m loving the show’s themes.
Brandkeeping
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Let’s chat!
See ya!
Ali
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