• by Sarah Mahoney  @mahoney_sarah, Yesterday

Memorial Day weekend is more than burgers and sunshine—it’s a BBQ barometer, and a marketing bellwether for what Americans crave. This year, brands are betting on sauces, savings, and sky-high protein, with a side of economic angst.

Sweet Baby Ray’s met the Memorial Day moment with a cause-driven auction, peddling a limited-edition Sweet Baby Ray’s 30 Rack, featuring the full variety of the leading BBQ sauce brand’s flavors in a five-day bidding war on eBay. The 30-pack ultimately sold for $675, with the proceeds going to a food charity.

The move is the opening act of a new “Sauce First” campaign creative agency, GYK, which will continue through the summer with drops, giveaways, and wild ways for fans to get their hands on a Sweet Baby Ray’s 30 Rack.

Ads are running on paid social and Instacart, with content partnerships and influencer collaborations on Instagram and TikTok.

Minneapolis-based meat giant Cargill is stepping into protein supremacy, forecasting a sizzling start to the grilling season, with people looking for inspiration for dressing up more affordable cuts, like ground beef, chicken and hot dogs.

“Grilling is more than a seasonal tradition—it’s a reflection of how Americans come together around food that’s both meaningful and nourishing,” said Lucy Woods, senior consumer insights manager with Cargill, in the report. “This summer, we’re seeing protein take on an even bigger role, not just as a staple of the summer grilling season, but as a key part of how consumers approach their health and wellness goals.”

Cargill says nearly 90% of consumers surveyed plan to grill this summer, with roughly half saying they expect to do so weekly. Beef (79%) and poultry (64%) are the top choices, followed by hot dogs, pork and veggies. And when indulgence is on the menu, rib eyes are the top choice, followed by sirloin, filet mignon and strip steak.

The most common preparations are salt and pepper, dry rubs, and marinades.

The company’s research follows a deeper dive into meat consumption, noting that 61% of consumers are consciously trying to eat more protein, up from 48% in 2019, and that 60% begin meal planning with protein in mind.

Cargill reports that more consumers are shopping for meat-based bargains, buying in bulk and stocking their freezers.

It’s a trend Johnsonville Sausage has noticed, too. The company is getting in on seasonal fun with a contest to win an 80-pound box loaded with 249 sausage links. The promotion piggybacks on the brand’s earlier campaign efforts that note political strife is toxic enough to ruin a friendly BBQ. The jumbo sausage box is a celebration of America’s 249^th birthday and a playful acknowledgment that the country might not muddle through to the 250^th. Besides, ads say, “Juicy don’t wait for no round numbers.”

Called the Johnsonville Party Starter, the giveaway is promoted as “part birthday gift, part civic duty, all sizzle." The company expects to give away 249 of the boxes.  

The Sheboygan Falls, Wisconsin-based company says the effort is based on its latest research, conducted with Harris Polls, which finds that Americans desperately need more BBQs, with 78% saying they’re hanging out with people less, 64% say it’s harder to have fun together, and 91% agree that good food makes socializing easier.

Kroger’s nod to the season is more practical, with the supermarket giant building backyard grilling bundles. The packages feed 16 for as little as $3.50 per person.