Ready for an oil change? Ahead of this weekend’s NASCAR action, Graza, the modern olive oil brand known for bringing high-quality olive oil to kitchens everywhere, is debuting “The Hot Lap Test,” a new campaign created with creative agency nice&frank that asks a question only Graza would think to ask:
How many hot laps heat a hood hot enough to sizzle an egg sunny side up?
The :30 spot and series of stills celebrate the fast-paced thrill of NASCAR and Graza’s role as The Official Olive Oil of NASCAR by putting its signature squeeze bottle high-quality olive oil through the same kind of high-speed, high-heat conditions that define race day.
Airing alongside NASCAR on The CW starting August 8, the work brings together classic Americana charm, the thrill of motorsports, and the brand’s irreverent creative voice in a way that feels distinctly Graza. It’s NASCAR with a serious Graza twist.
Rather than treating NASCAR as a sponsorship backdrop, Graza leaned into the culture, creating work that feels nostalgic, cinematic and delightfully unexpected. But The Hot Lap Test is just one piece of a broader marketing platform. Throughout the season, Graza is bringing its personality trackside with a custom food truck designed to elevate the tailgate experience with bold, high-quality flavors, alongside integrations with RFK Racing, NASCAR Digital Media, Hospitality & Fan Experience, NASCAR Fan Rewards and broadcast, creating multiple opportunities for fans to engage with the brand both at the track and beyond.
As an extension of the March launch of Graza’s new brand platform ‘Seriously Serious,’ the olive oil maker is also highlighting their viral venture into chips by asking the classic question – Potato, Potahto? Airing on Walmart CTV and social, the :15 and :30 spots bring the same comedic approach cooking enthusiasts know Graza for, juxtaposed with how ‘seriously serious’ the brand takes their chips, cooked in 100% Extra Virgin Olive Oil.
Andrew Benin, Co-Founder & CEO, Graza, said:
“NASCAR represents one of America’s great gathering places, where food is just as much a part of the experience as the race itself. We saw an opportunity to celebrate that culture through the Graza lens. Not by simply showing up with a logo, but by creating experiences and creative work that feel authentic to race weekends and stay true to our brand’s irreverent personality.”
Kara Ludman, Creative Director, Graza, said:
“The visual world of NASCAR is incredibly rich with sun-soaked tracks, tailgates, roadside Americana, and larger-than-life personalities. We wanted to capture that nostalgia while infusing it with the bold color, humor and slightly campy spirit that’s become synonymous with Graza. The result is a campaign that feels familiar, but unmistakably ours.”
Grace Hwang, Creative Director, nice&frank, said:
“The creative challenge wasn’t simply making a NASCAR ad. It was building a world where Graza genuinely belonged. That meant embracing the NASCAR community with sincerity, then adding just enough Graza wit to make it memorable. ‘The Hot Lap Test’ captures the brand’s personality, while celebrating the energy and excitement that makes NASCAR so engaging.”
