Olive oil brand, Graza, has branched out into mayonnaise, and while it’s the fifth-largest olive oil brand in the US (that’s a big deal in a huge market), in mayo it has super-size competitors, Hellmann’s and Kraft Heinz.

So creative company, nice&frank, has created a super-size launch using current attention magnets, absurd humour and visual splendour.

The campaign, Seriously Serious, leads with a series of TV spots that highlight the brand’s obsession with quality. Garcia sits atop the 22,350 testing spoons he has used to perfect Graza mayo. In real life, 150 formulas were developed to reach the final product.

Backing Garcia’s endorsement are the testing twins who have to agree on the olive oil’s perfection; and the olive pickers who wait on a seesaw for the perfect picking moment.

The visual splendour comes from director, Elliott Power, and boutique production company, Love Song. The commercials are being seen across the US in broadcast and streaming, as 30-second spots with 15- and 6-second cutdowns. OOH will follow.

To extend the campaign to food lovers and aspiring chefs (home and professional), Graza has made itself the grand prize sponsor and olive oil partner for season 23 of Bravo’s reality cooking competition, Top Chef, that launches on March 9. begins airing March 9.

And bizarrely, perhaps, (although he doesn’t think hot dogs and chips go with car racing), Graza is also  the Official Olive Oil and Mayonnaise of NASCAR, following the brand’s new partnership with RFK Racing, a stock car organisation that competes in the NASCAR Cup Series.