Reel Ad of the Week

Quality Meats proves Graza’s olive oil is good in anything

By Reel Chicago
September 15, 2025

Chicago’s Quality Meats takes a delightfully weird turn for Graza’s first glass bottles, delivering a surreal OOH debut and a pair of tabletop films that make olive oil feel like pop art.

The campaign, titled “Good in anything”, was developed with Graza’s in-house marketing team and directed by Morgan Harary of Common People. It celebrates Graza’s new glass editions of Drizzle and Sizzle by placing the brand’s “crazy fresh oil” in unexpected vessels on its way to familiar plates — think a cupid statue, an IV line, even a soap dispenser, before landing on fried eggs, salads, and martinis.

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

Across four weeks, nearly 100 placements blanketed New York City — billboards, DOOH, wallscapes, and wildposting — estimated at 50 million impressions, making this Graza’s biggest campaign to date. The OOH carries a clean, winked double entendre: “Good in anything. Now in glass.” The push extends with NYT ads, digital video on Meta and YouTube, and consumer experiential.

“Since they were launching a glass bottle, something every other olive oil brand has, we took the rest of the campaign to a place no other olive oil brand can go,” said Cooper Bowman, senior copywriter at Quality Meats. “Hence the rubber ducky and cupid fountain.”

The Graza work pivots attention from packaging to product, using surreal setups that make quality unmistakable and memorable. Graza’s playful tone and bold color system stay intact even as the brand introduces a premium glass line, and it does so without losing its swagger. The out of home is built for scroll, with every placement doubling as a thumb stopping visual that gives the media a longer tail across social.

CREDITS:

BRAND — Graza