Lawry’s is kicking off cookout season with the launch of its new “Mama Said Lawry’s” campaign, featuring Grammy and Golden Globe-nominated rapper Wiz Khalifa and his mother, Peachie. Timed to coincide with Mother’s Day and the start of summer grilling season, the campaign celebrates mothers as the original flavor experts and highlights the role family recipes play in bringing loved ones together. Through the initiative, Lawry’s aims to showcase the trusted seasonings that have become staples in home kitchens across generations.
As part of the campaign, Wiz Khalifa and Peachie will share family recipes, cooking tips, and behind-the-scenes moments on social media throughout the summer. The content series begins with a special Mother’s Day message and will continue with demonstrations of how the mother-son duo incorporates Lawry’s products into their favorite cookout meals. The campaign is designed to capture the warmth of family traditions while inspiring home cooks to create memorable meals of their own.
According to Giovanna DiLegge, Vice President of Marketing at McCormick & Company, the campaign is rooted in the confidence and instinct many mothers bring to cooking. She noted that “Mama Said Lawry’s” celebrates the ability to create flavorful meals without complicated techniques or ingredients, adding that Wiz and Peachie were the ideal pair to represent the brand’s message. The campaign highlights Lawry’s products as reliable kitchen essentials that help home cooks deliver crowd-pleasing dishes with ease.
For Wiz Khalifa, the partnership is a personal one. The rapper credits Peachie with teaching him how to cook and says Lawry’s seasonings have long been a fixture in their family kitchen. “Lawry’s has always been the secret ingredient in my mom’s kitchen,” he said, describing the collaboration as a natural fit because it reflects their real-life cooking experiences. Lawry’s Seasoned Salt and Garlic Salt, both available nationwide at major retailers, remain central to the campaign as the brand encourages families to bring a taste of home to backyard cookouts all summer long.
