Initially, there were concerns about whether Graza could deliver high-quality, single-origin Spanish olive oil in an innovative, squeezy bottle format. To address these concerns, Gander conducted consumer interviews and identified several critical factors that needed to be emphasised, such as clear communication of the "Extra Virgin" label and highlighting the oil's single-origin and place of origin. With these factors in mind, the agency set out to create an olive oil brand that would capture the hearts and minds of customers, by breaking away from traditional conventions of the industry.