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.
The choice of the Broomall location also serves as a subtle nod to the unique cultural fabric of the Philadelphia suburbs. The mention of the store being situated next to a Wawa is a detail that will resonate deeply with residents of the Delaware Valley. In this region, Wawa is more than just a convenience store; it is a cultural touchstone and a daily stop for many. By identifying the Honey Baked Ham store through its proximity to these local fixtures, the campaign grounds itself in a specific reality that feels lived-in and honest. It paints a picture of a holiday season that isn’t just about perfectly set tables and professional lighting, but about the familiar, slightly mundane, and ultimately meaningful trips to the local shopping center.
The narrative of the campaign focuses on the multi-generational appeal of the brand. By highlighting the relationship between Kylie and her grandmother Mimi, Honey Baked Ham is positioning itself as a keeper of tradition. The holiday ham, in this context, is portrayed as a bridge between generations. This theme is a powerful tool for a brand that has been a staple of American dinner tables for decades. It reminds consumers that the products they buy are often tied to the people they love and the memories they hold dear. For Kelce, the opportunity to pay tribute to her grandmother while working with a brand she genuinely uses was a key factor in the partnership.
This campaign also reflects the evolving role of the "NFL family" in the American media landscape. Over the past few years, the wives and family members of prominent athletes have moved from the periphery of the sports world into the spotlight of mainstream lifestyle and brand marketing. However, the success of such partnerships often hinges on the perceived sincerity of the individual involved. Kylie Kelce’s insistence on using her local store and sharing her personal history with Mimi serves to reinforce her image as someone who remains connected to her community despite her family’s fame.
The production of the campaign sought to capture the essence of the Broomall store without over-glamorizing it. The goal was to maintain the "humble" feel of the location, ensuring that it remained recognizable to the locals who frequent it. This approach mirrors a growing trend in "hyper-local" advertising, where brands find success by leaning into the specificities of a place rather than trying to appeal to a generic, nationwide aesthetic. While the campaign will be seen by a broad audience, its heart remains firmly in a small strip mall in suburban Pennsylvania.
As the campaign rolls out today, it marks the beginning of the intensive holiday marketing season. For Honey Baked Ham, the period between mid-October and the end of the year is the most critical window for sales. By launching a campaign that emphasizes long-standing family traditions, the brand is looking to secure its place in the holiday plans of a new generation of shoppers. The "Kylie Kelce effect" is expected to bring a fresh level of engagement to the brand, particularly among younger consumers and those in the Philadelphia market who view her as a local icon.
The collaboration also highlights the professional trajectory of Maegan Markee and her team at Honey Baked Ham. By allowing the talent to take a lead role in the creative direction of the campaign, they have demonstrated a modern approach to brand management. Markee’s decision to follow Kelce’s lead on the Broomall story suggests a level of trust and a recognition that the best marketing often comes from the customers themselves. This strategy not only benefits the brand by providing a compelling story but also empowers the spokesperson to represent the product in a way that feels natural to them.
Ultimately, the story of the Broomall Honey Baked Ham is a story about the intersection of celebrity, commerce, and memory. It serves as a reminder that even the most ordinary-looking places can hold significant emotional weight. For Kylie Kelce, the store is a link to her past and her grandmother Mimi. For Honey Baked Ham, it is a chance to showcase the authentic role they play in the lives of their customers. And for the residents of Broomall, it is a bit of national recognition for a local spot nestled right between the Wawa and the dry cleaner.
As the holiday season approaches, the campaign will likely spark conversations about the importance of family rituals and the ways in which small, local traditions define our experience of the holidays. Whether it is a trip to a specific ham store or a stop at a nearby Wawa, these moments are the building blocks of a family’s history. By centering their new campaign on such a relatable and personal story, Honey Baked Ham and Kylie Kelce have created a marketing narrative that feels less like a sales pitch and more like a tribute to the enduring power of family and home.
