"Mama Said Lawry's"

When Lawry’s sought to reverse declining household seasoning sales and drive greater purchase intent, the brand initially explored a nostalgic Mother’s Day campaign centered on 90s and 2000s culture. UEG saw a bigger opportunity. Inspired by an article highlighting the close relationship between rapper Wiz Khalifa and his mother, Peachie, the team developed a culturally relevant partnership that positioned Lawry’s signature seasonings at the heart of authentic family moments. By bringing Wiz’s influence and credibility to the brand, UEG helped Lawry’s connect with a new generation of consumers while reinforcing its place as a kitchen staple.

The campaign debuted ahead of Mother's Day and centered on the authentic relationship between Wiz and Peachie, creating content that resonated across generations. The partnership highlights UEG's ability to uncover unexpected cultural insights, pair brands with the right talent, and create work that drives relevance through meaningful storytelling.