HoneyBaked Ham Bets Its Holiday Campaign on Kylie Kelce's Living Room Energy
The brand just made the podcast host and Jason Kelce's wife its first-ever celebrity ambassador, proof that "relatable mom who roasts her husband for a living" is now a certified marketing archetype.
HoneyBaked is handing its holiday season to Kylie Kelce. The company named the "Not Gonna Lie" podcast host its brand ambassador for the 2026 holidays and launched "Traditions That Bring Us Home," a national campaign running across TV, streaming, digital, social, and radio through the end of the year.
The pitch leans on something food brands return to every November: the idea that a holiday spread is really a stand-in for family continuity, the thing everyone claims to want and nobody has time to cook from scratch. Kelce's built-in audience of parents juggling a packed household and a public-facing husband gives the message a face that reads as authentic rather than aspirational, a distinction HoneyBaked needs if it wants to be remembered as more than the backup plan when the oven breaks.
Expect the campaign's real test to arrive the week before Thanksgiving, when every competing ham, turkey, and prepared-foods brand floods the same channels with the same message about togetherness. Whoever makes "just buy the ham" feel like the sentimental choice instead of the lazy one wins the season.
Source: The Honey Baked Ham Company
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
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