• by Sarah Mahoney , Staff Writer, 78 minutes ago

Dads may claim to own the grill in plenty of families, but Lawry’s is starting the barbecue season with “Mama Said Lawry’s,” a campaign that celebrates mothers as the original flavor experts. Starring musician Wiz Khalifa and Peachie, his mom, it also celebrates the joys of backyard cookouts, including favorite family recipes, behind-the-scenes moments, and cooking tips on social media.

After the Mother’s Day kickoff, the campaign will continue with new content all summer, showing off the effortless ways mothers add flavor to food. "We've all watched mom move through the kitchen like a magician: no measuring cups, no hesitation, just flavor," said Giovanna DiLegge, vice president of marketing at McCormick & Company, in the announcement. "'Mama Said Lawry's,' celebrates that instinct and showing home cooks that creating bold, memorable meals doesn't have to be complicated.”

Beyond the campaign kitchen, broader research suggests Americans are using barbecues all year long. A new report from PS Seasoning, a Wisconsin-based seasoning company, finds that 50% of people say they cook with BBQ flavors multiple times a week, and 80% use those flavors at least monthly.

They’re also adding more diverse outdoor cooking setups, including vertical smokers, flat tops and pizza ovens, as well as app-connected thermometers and digitally controlled smokers. Nearly 80% of respondents have a varied palate, and use multiple rubs, sauces and seasoning combinations.

"BBQ has evolved far beyond casual summer grilling," said Dr. Yash Burgula, director of innovation and development, in the report. "Consumers are building entire outdoor cooking experiences around the grill or smoker, experimenting with new techniques, layering flavors and treating BBQ as a true culinary craft."

They are also dabbling in alternative -- and more affordable -- cuts like tri-tip, pork shoulder steaks, sirloin and smoked chuck roasts, as well as side-dish experimentation, such as grilled cauliflower steaks, smoked mac and cheese, loaded tots, jalapeño poppers and pit-smoked beans.

Smoking is still on the rise, particularly hickory and mesquite, as well as sweet-savory combinations, garlic and herb blends, and layered umami flavors.

The company’s research earlier named "Swicy & Heat 2.0" the flavor trend of the year, with cherry, hot honey and pineapple flavors ranking among the most requested. Korean-inspired and Caribbean jerk flavors are also exerting a growing influence, not just on their own, but as ingredients to blend into more familiar cooking styles.

“Newstalgia” is also on the menu, adding familiar flavors -- root beer, for example, or cinnamon sugar -- in unexpected places.

Grills themselves are also evolving. Weber unveiled its first Santa Maria-style live fire grill earlier this month, hoping to bring the control and flavor wood fires provide to a broader audience.