The Honey Baked Ham store in the Philadelphia suburb of Broomall, Pennsylvania, does not immediately strike one as a landmark of modern marketing. Tucked away in a quintessential suburban strip mall, the storefront sits in the company of everyday conveniences: a Wawa convenience store, a local dry cleaner, and a nail salon. To the casual passerby or the hurried commuter grabbing a coffee next door, it is simply another functional piece of the local landscape. However, for Kylie Kelce, this specific location serves as a cornerstone of her family’s holiday history, and it has now become the focal point of a major national advertising campaign.
The unassuming Broomall storefront is the star of Honey Baked Ham’s latest holiday initiative, which officially debuts today, October 19. The campaign represents a departure from traditional, polished corporate advertisements, opting instead for a narrative rooted in genuine personal history. The decision to center the campaign around this particular store was not the result of a corporate site-selection committee or a high-level marketing firm’s demographic study. Rather, it was an idea brought to the table by Kelce herself, formerly Kylie McDevitt, who sought to honor the authentic connection she has shared with the brand since her childhood.
For Kelce, the Broomall store is inextricably linked to memories of her grandmother, Mimi. Long before she was a prominent figure in the Philadelphia community or part of one of the most famous families in professional sports, Kelce was a young girl visiting this very strip mall with her grandmother to secure the centerpieces for their family’s holiday meals. These annual trips to buy the family’s hams were more than just errands; they were a ritual that signaled the start of the festive season. By bringing the cameras to this specific location, Kelce intended to highlight the real-world traditions that many families share, moving beyond the artifice often found in celebrity endorsements.
The collaboration comes at a time when the Kelce family has reached an unprecedented level of cultural visibility. As the wife of former Philadelphia Eagles center Jason Kelce, Kylie Kelce has carved out her own distinct public identity, characterized by a down-to-earth persona and a steadfast commitment to her Philadelphia-area roots. While the "Kelce" name has become a global brand in its own right—bolstered by the success of the "New Heights" podcast and the family’s various media ventures—Kylie has often been praised for maintaining an approachable and authentic presence. This campaign with Honey Baked Ham leans heavily into that reputation, focusing on the relatable nature of suburban holiday preparations.
Maegan Markee, the Chief Commercial Officer of Honey Baked Ham, was instrumental in bringing this vision to life. When Kelce proposed incorporating her specific childhood store and the story of her grandmother Mimi into the campaign, Markee was quick to embrace the concept. From a strategic standpoint, the move aligns with a broader shift in the advertising industry toward "story-first" marketing. In an era where consumers are increasingly skeptical of generic brand messaging, the inclusion of a verifiable, personal backstory provides a level of credibility that is difficult to manufacture. Markee’s willingness to pivot the campaign to include the Broomall location suggests a brand philosophy that values the emotional resonance of its customers’ experiences.
