Excuse My Grandma’s Macy’s Brand Partnerships are built on one of the duo’s most beloved formats, where Grandma Gail helps Kim choose her outfit. This concept has gone viral repeatedly and has become a signature of the brand. Applied to these collaborations, the format allowed the audience to enjoy the humor and relatability they expect while spotlighting Macy’s products in an authentic, engaging way. Facilitated by EHL & Co., the series successfully translated EMG’s classic storytelling style into branded content that entertained, resonated, and delivered measurable impact.