Graza

Overview

Building a marketing engine from the ground up - from zero to $65m+

To build Graza’s marketing engine from the ground up, Fat Earth developed a world-class Lifecycle Marketing Strategy and an effective Meta advertising approach. By leaning into Graza’s unique form factor and bold tone of voice, we crafted a full-funnel creative strategy that drove immediate impact across Meta and Google. Our high-performing Lifecycle content and cutting-edge subscription marketing tactics helped fuel rapid growth—taking Graza from launch to $65M+ in sales by year two.

Kickoff

Graza is a first of its kind olive oil brand looking to disrupt a massive retail industry. From the beginning, subscription was a big part of the brand’s DTC growth strategy. Once they entered retail at scale, subscription became imperative for the omni channel business.

The Strategy

By targeting specific customer segments with compelling Meta ads and personalized email and SMS content, we were able to significantly increase MoM subscriber rate, demonstrating the effectiveness of an integrated digital marketing approach. 

Unique Challenges

As Graza’s retail business expanded into Whole Foods, Target, and Wegmen’s nationwide, we needed to give our DTC customers a reason to keep shopping online. Graza’s subscription experience boasts loads of tailored perks like custom merchandise, events, and early access to limited edition products.

Subscription

Even for businesses entering retail early and finding success, it's essential to develop a strong subscription strategy from the outset. Graza's subscription program exemplifies this by offering a seamless and engaging customer experience. Built with careful consideration of RTB (reasons to buy) online, the program includes tailored perks and CX-focused subscription management. These features not only foster customer loyalty but also provide compelling reasons for customers to prefer the online experience, ensuring the program's success alongside retail growth.

Custom landing page

To deepen that experience, we designed a dedicated subscription landing page that both drives new sign-ups and immerses customers in the benefits of monthly Graza delivery. This page brings the value of the program to life—highlighting convenience, savings, and exclusive perks—while making enrollment intuitive and engaging, reinforcing subscription as a core part of Graza’s growth strategy.