Can AI make a believable Instagram grid for a brand like Graza?
Ben and I have been doing these live demos for a while now, and this one felt different. Graza is one of those brands where you look at it and think: this is either going to be impressive or embarrassing. Their Instagram is sharp, playful, instantly recognisable. The kind of feed where every post looks like someone who genuinely cares made it.
I actually cook with their squeezy bottles at the office. So I had skin in the game.
Why Graza is a hard brand to copy
Graza’s visual identity is a masterclass in retro-70s cool: character illustrations, bold typography, a specific type of irreverence. As Ben put it on the stream: "it's a young brand, but it feels like it has a legacy."
Most AI tools would look at Graza and spit out something that looks like a generic wellness brand. Getting it right means understanding the attitude.
What our Instagram Strategy feature does
Ben pulled up our new Instagram Strategy feature. Before generating anything, SecretSauce analyses 60 days of performance data, looking at the comments themselves, not just the counts: which formats land on which days, what content style the audience actually responds to. It layers all of that with competitor analysis and the Brand Brain, which already held Graza's tone of voice, product details, and visual rules.
The output is a full 7-day plan: formats, hooks, copy, calls to action. All of it grounded in what's actually worked for this specific account. As Ben explained: "it's all based on data."
The plan updated in real time
Ben dropped in two things to see how SecretSauce would respond.
- First: Graza's chips had just launched in Target stores across the US. Four new flavours, their first time in a major retail chain.
- Second: a fictional 4+1 summer promotion we invented on the spot to test how the platform handles a live offer.
The plan came back and immediately flagged that Graza should pin the Target launch post. SecretSauce also structured the week around the new products: a Reel ranking the cooking oils by use case, a carousel covering all four chip flavours, a post pushing the summer deal. We didn’t give SecretSauce any instruction about what to prioritise, it just read the situation. As I said on the stream: "that's not a content calendar, that's a strategist."
Copywriting like a marketer
Ben is impatient (his words, not mine), so he switched into YOLO mode. That's the setting where you skip the approval step and let the agent just run. No review, no back and forth, it makes the decisions and builds.
What came out was a carousel covering all 4 chip flavours. The copy landed in Graza's voice so cleanly that I had to double-check whether we'd written it or the AI had. We hadn't. The copywriting skill under the hood, which our marketing team helped build, had done the work. Lines like "the person who wants their snack to have a little attitude." "Crouton-splitter." "Zesty Caesar." That's the bar.
The mashup nobody planned
Someone in the chat asked about borrowing inspiration from other brands. Ben grabbed a Liquid Death visual on the spot and ran it through the creative replicator, a feature that analyses what makes a piece of content work visually and recreates the energy in your own brand's style.
The result came back with "Murder your snack game. Snack different." Liquid Death's aggression, Graza's illustrated cheerfulness, somehow in the same frame. Weird, but it made the point: you can take inspiration from anywhere without just copying.
What we learned
AI isn't deterministic. Every time you run it, you get something slightly different. That's a feature, not a bug, but it means the quality of what comes out is directly tied to what you've put in. The stronger your Brand Brain, the more reference material, the more feedback you've given it over time, the better the output gets. You train it like you'd brief a designer: the more specific you are, the less you have to correct.
We ran this on one of the most visually distinctive brands on the internet. We generated a week of content that felt like them. If it can do that for Graza, it can do it for yours.
Free to start at trysecretsauce.ai.