Are we witnessing the continued evolution of product placement or an attempt to counteract the de-influencing movement? 

Let’s unpack this together.

Typically, a brand will send PR packages to a handful of influencers who have the same audience profile, those influencers will do an unboxing, rave about how amazing the product is and how grateful they are for the package, then they’ll use the product in subsequent videos ensuring they mention the name and include a positive remark. After a few weeks, that product will become part of the viral cycle and then eventually lose its sparkle as the next “new” thing inevitably takes its place. 

There’s no doubt that since the 2020 COVID-19 pandemic there’s been a shift toward minimalism, and most recently this trend has opened the doors to a new concept called “de-influencing”. Essentially, people are realizing how much overconsumption plagues our society and in an attempt to both appeal to those who can relate to having over consumed and appear as more authentic and relatable, influencers include some “de-influencing” content into their everyday programming. What this means is that they will create content telling people what not to buy because they likely “don’t need it.” 

So, how does this relate to olive oil? 

If you are on FoodTok or if cooking videos are a primary element of your Instagram Reels experience then you might have noticed influencers grabbing a bright green bottle of olive oil, and drizzling it over their meals. Unlike most other products influencers use, once they are done using the oil, they set it back down outside of the camera’s view and don’t mention the brand’s name at all. This is somewhat reminiscent of watching a TV show or movie and noticing a brand name cereal box or case of beer in the background of a shot. It’s very subtle.  

@brialem

Making some lunch for my cousins and I 🫶

♬ original sound – Zach Bryan Archive

Those bright green bottles you’re noticing are bottles of Graza Olive Oil. Graza was founded in 2021 by Andrew Benin and Allen Dushi.  While Graza still places an emphasis on some of the more traditional attributes of “good olive oil” such as location of production, taste, quality, etc,  what makes them stand out as a brand is their fun, youthful and accessible approach (who thought olive oil could be fun and youthful?!). Their purpose is to be the “Olive oil for anyone who cooks.” and their marketing strategy, in tandem with “de-influencing” perfectly aligns.  

If de-influencing is the opposite of promoting over consumption, Graza is organically creating interest by not overdoing it and not having influencers talk about the product incessantly. They aren’t forcing it on you.  It seems as though Graza has given a bottle of their oil to a group of influencers with the simple instruction of “just use the oil.” There’s no raving about the taste, no raving about the unique bottle and no one saying the signature influencer line “this is my absolute favorite ___ ever!” The lack of these typical influencing elements is what’s causing all the intrigue.

This “show rather than tell” approach, is also demonstrating how the olive oil truly is “for anyone who cooks,” you don’t need any convincing because it’s being proven through the video. 

When so many brands and products exist, it’s becoming harder and harder to stand out in the crowd. To be successful, you have to find ways to go against the grain, but if you choose to do so it has to be done well. Graza is a brand that’s doing it well.    

And if you’re wondering whether or not I’ve tried Graza… of course I have, and I would buy it again!