Mock Campaign: Graza Cooking School
Category
Adobe Premiere Pro & Content Creation
About the Project
This mock campaign was inspired by the trend of everyday items being rebranded into chic, modern, and highly desirable products. Brands like Graza have transformed something as simple as cooking oil into a fun, stylish staple.
As someone who recently got into cooking, I want to be the type of person who’s always experimenting in the kitchen, but like many people my age and the target demographic for Graza, I didn’t grow up cooking and don’t have a huge library of recipes or ideas. That sparked a thought: what if a cool, design‑forward brand like Graza became a one‑stop shop for cooking inspiration?
This concept became the foundation for the campaign.
The Idea: Graza Cooking School
Graza Cooking School is imagined as a one‑stop destination for cooking inspiration, a hub where every recipe, tutorial, and piece of content features Graza cooking oil at the center. The goal is to promote the product while genuinely helping Graza’s target audience learn, experiment, and enjoy cooking.
The ecosystem would include YouTube tutorials, TikTok recipe videos, Instagram content, email campaigns, QR codes on packaging that link directly to recipes, and partnerships with celebrities or influencers who cook on the YouTube channel or share their own recipes on TikTok.
Each recipe would feature a clear difficulty level aligned with Graza’s playful brand voice, encouraging beginners to start cooking and giving more experienced home cooks fresh ideas to keep them inspired.
The Work
For the Graza Cooking School concept, I developed a mock campaign that brings the brand strategy to life across multiple platforms. The campaign includes a YouTube video demonstrating what a Graza Cooking School lesson could look like, featuring a “teacher” and edited using Adobe Premiere Pro and After Effects. I also created a short-form video for TikTok and Instagram Reels using CapCut.
To support the campaign, I designed a content calendar in Canva outlining potential marketing content across Graza’s social media channels and digital platforms. Additionally, I developed a sample YouTube channel, identified potential celebrity and influencer partnerships, and created packaging mockups featuring QR codes using Adobe Illustrator and Photoshop.
Outcome
The success of the Graza Cooking School campaign would be measured across awareness, engagement, participation, and customer loyalty. Key metrics would include campaign impressions, video views, branded search volume, social media engagement, and recipe saves and shares. Participation would be evaluated through Instagram and YouTube Live attendance, recipe downloads, email subscriptions, and Cooking School registrations. The campaign would aim to generate 5 million impressions and 10,000 sign-ups, achieve a 15% conversion-to-purchase rate, and increase repeat purchases by 20%.
