- Lawry's launched its new "Mama Said Lawry's" campaign with GRAMMY and Golden Globe-nominated rapper Wiz Khalifa and his mother, Peachie, kicking off cookout season and celebrating moms as the original flavor experts.
- Wiz and Peachie will share family recipes, behind-the-scenes moments, and cooking tips on social media, beginning with a special Mother's Day message and continuing through the summer.
- The campaign spotlights Lawry's Seasoned Salt and Garlic Salt as pantry staples, with both products available nationwide at Walmart and other major retailers.
- This marks Lawry's second major celebrity campaign after the brand previously partnered with Tiffany Haddish in 2018, making her the first celebrity to appear on a limited-edition Lawry's Seasoned Salt bottle.
Lawry’s, the iconic McCormick & Company seasoning brand, just dropped its “Mama Said Lawry’s” campaign, and it’s starring none other than Wiz Khalifa and his mom, Peachie.
The campaign celebrates moms as the original flavor experts, leaning into heartfelt, relatable moments of cooking together and the family recipes that keep everyone coming back for seconds.
“Lawry’s has always been the ‘secret ingredient’ in my mom’s kitchen,” said Wiz. “Working with one of our favorite brands and my mom on this campaign just made sense because it’s real.”
Lawry’s has a track record of leaning on authentic celebrity love for the brand. Their 2018 campaign with Tiffany Haddish, who organically used Lawry’s on The Ellen Show before being tapped by the brand, showed the same playbook.
Much like how Snoop Dogg and Lil Baby recently partnered with Dr. Bombay Ice Cream to bring authentic hip-hop flavor to a food brand, Wiz and Lawry’s are tapping into the same cultural connection between rap and home-cooked realness.
On the music front, Wiz launched Khalifa Rolling Papers in early 2025, expanding his cannabis-forward brand portfolio. Beyond food and cannabis, Wiz has previously inked deals with brands like Converse and Reebok. Campaign content will run across Instagram and TikTok throughout cookout season.
Takeaways
This one hits different because it’s not just a celebrity slapping their name on a product, it’s a mother-son duo showing up together for a brand they actually grew up using.
That authenticity is Lawry’s whole strategy: find people who already use the product and let that story sell itself. It worked with Tiffany Haddish in 2018, and now they’re doubling down with a bigger cultural moment headed into summer cookout season.
For Wiz, this is a smart pivot into family-friendly brand territory. He’s long been known for cannabis and streetwear deals, but showing up with his mom for a seasoning brand signals a deliberate broadening of his endorsement profile, one that will resonate with a wider demographic.
Does a mother-son duo in a brand campaign land more authentically than a solo celebrity endorsement, and why does it work especially well for a food brand? Could the “Mama Said Lawry’s” campaign spark a trend of hip-hop artists partnering with legacy pantry brands?
