Given the time of year, you might be cranking up your coal or gas-fire grill more often than usual to feed your family with burgers and brats.

But have you ever thought of getting things cooking first thing in the morning? Turns out that the Hearth, Patio & Barbecue Association (HPBA) wishes you would. This week, the association announced a new campaign called “Barbecue Your Breakfast,” which highlights different methods for cooking the most important meal of the day in full cookout mode.

The campaign is a response to findings that reveal breakfast is a rare occasion for outdoor grillers.

“The goal of HPBA’s Barbecue Your Breakfast campaign is to promote breakfast as a new grilling occasion,” the association states on its website. “We want to increase the number of consumers using their grills or smokers for breakfast from 1 in 10 to 10 in 10.”

HPBA is promoting its campaign in multiple ways, including by offering up breakfast grilling tips from experts—one example, from Meat Church BBQ’s Matt Pittman, suggests preparing ingredients the night before—and with a #BarbecueBreakfast selfie contest throughout the month of August, in which consumers have a chance at winning prizes.

And if neither of those factors convince you that grilling your bacon and pancakes is a good idea, perhaps the taste argument might sway you.

“Nearly 75 percent of Americans grill to add flavor—the top reason consumers grill according to a recent survey. Add another layer of flavor to breakfast classics by cooking them on the grill,” HBPA Director of Communications Emily McGee said in a news release. “Barbecuing your breakfast is a delicious and hassle-free way to enjoy the long summer days. We challenge you to try making breakfast staples over the open flame.”

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