Premium deli meat and cheese specialist Dietz & Watson has turned to a celebrity couple for its latest ad campaign.

Model/actress Brooklyn Decker and her husband, retired tennis star Andy Roddick, star in the “It’s a Family Thing” campaign from Philadelphia-based Dietz & Watson — its first featuring celebrities.

In one ad, “Game Night,” Decker and Roddick devour a meat and cheese plate after learning their friends can’t come over. In another, “Hama Lisa,” Decker raves about her perfect sandwich creation and tries to find a photographer to take a photo of it, only to discover Roddick has eaten it. A third ad will air later this year.

“This partnership with Andy and Brooklyn will set the stage for raising awareness of our brand and premium products in our most important markets,” says Lauren Eni, vice president of brand strategy for Dietz & Watson. “Our aim was not only to advertise, but also to entertain by relating our brand and our products to everyday consumers and the little life moments that occur in all of our lives day in and day out.”

The spots will run in 20 U.S. markets including Philadelphia, Boston, Chicago and Washington, D.C.