The ‘Seriously Serious’ campaign by Graza uses humor and slightly absurdist television spots to highlight the meticulous quality standards behind the brand’s olive oil production while simultaneously introducing a new line of mayonnaise products — including Original Mayo, Fancy Mayo, and Garlic Aioli. The campaign was created in partnership with advertising agency nice&frank and directed by Elliott Power.
‘Seriously Serious’ is composed of different scenarios — from a pair of twins testing spoonfuls of Graza’s products to harvest scenes that juxtapose the brand’s intensive formulation process. For instance, in order to reach the final mayo formulations, Graza developed over 150 mayo formulas and tested 22,500 samples before introducing the final three products.
In essence, the ‘Seriously Serious’ campaign aims to deliver a playful, self-aware tone that winks at the brand’s own obsession with perfection.
Image Credit: Graza
Dining and Cooking