Press & Accolades
"So many times in social, you're making the decision about what conversations to be apart of and what moments feel ownable to the brand," said Gabby Fowler, Graza's senior social media manager. "But every now and then, something like 'Olive Oil Girl' comes around, and it's less of a question of if we're going to be a part of it, and more about how quickly we can be a part of it."
“The parody images not only added a humorous twist but also showcased the brand’s ability to stay agile and responsive on social media. The caption on Instagram humorously nodded to White’s role in The Bear with a cheeky “Yes, chef.”
“It showed Away was tapped into what was doing well on Jake’s page and molded their brand message to him. The post on Jake’s account has 141K likes and 12.9M views. The sponsored content outperformed his organic content. The top comment? “TIGM (this is genius marketing).”
“Away’s social media team wanted to bring the ethos of its recently launched collection of outdoor-focused travel bags and accessories to life in a fun and unique way, all while capitalizing on trends they were seeing across platforms.”