# Country Singer Cheese Campaigns Sargento and Hannah Harper Partnered for a New Campaign By Michael Hemsworth | Published 2026-07-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sargento-and-hannah-harper References: [drugstorenews](https://drugstorenews.com/sargento-kicks-campaign-country-artist-hannah-harper)  Sargento and Hannah Harper have partnered for a new campaign that aligns with the singer's penchant for cheese as per her original song String Cheese to help tap into her fanbase in a suitable way. The campaign started off with Sargento reaching out to Harper and gifting her a number of [Sargento String Cheese](https://www.trendhunter.com/trends/sargento-cheeses) favorites as a way to help build a connection. The campaign now features Sargento as the exclusive cheese of Harper's String Cheese Tour, which will take place over the next year. Fans will thus notice a number of Sargento-branded themes across the tour including a custom-wrapped tour bus. Harper commented on the partnership with Sargento saying, "I've always loved that Sargento is a family-owned company that believes in making high-quality, natural cheese. It's what I feed my own family at home and exactly what I want to fuel our crew on the road. Having one of the first brands that believed in me join this tour makes this partnership incredibly special." ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 35% | Activity: 32% | Freshness: 88% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Fanbase-led Food Partnerships:** Music fandoms create targeted pathways for snack brands to build cultural relevance through artist-aligned campaigns and tour-based visibility. - **Tour-branded Snacking:** Concert tours become experiential retail channels where packaged food products gain immersive placement across buses, venues, and fan touchpoints. - **Authentic Celebrity Endorsements:** Personal product affinity gives influencer partnerships stronger credibility, especially when brand stories connect with everyday habits and family-oriented values. ### Industries Being Reshaped - **Packaged Foods:** Cheese and snack producers can differentiate through entertainment partnerships that turn routine products into lifestyle-driven fan experiences. - **Music Marketing:** Artist tours offer brands a mobile media platform that blends sponsorship, storytelling, and direct engagement with loyal audiences. - **Experiential Advertising:** Live events provide immersive environments where branded assets can feel organic to fan culture rather than separate from the entertainment experience. ## Related on Trend Hunter - [Gen Z-Targeted Cheese Products](https://www.trendhunter.com/trends/sargento-products.md) - [Snackable Lunch Kits](https://www.trendhunter.com/trends/sargento-mighty-bites.md) - [Country Star Food Campaigns](https://www.trendhunter.com/trends/bayer-and-luke-bryan.md) - [Actor-Approved Cheese Campaigns](https://www.trendhunter.com/trends/jarlsberg-and-adrian-grenier.md) - [Hot Sauce-Flavored Cheeses](https://www.trendhunter.com/trends/sliced-cheese-range.md) - [Vote-Backed Cheese Campaigns](https://www.trendhunter.com/trends/americas-favorite-grilled-cheese.md) - [Social Gathering-Inspired Campaigns](https://www.trendhunter.com/trends/laura-rutledge.md) - [Music-Inspired Snackable Cheese Campaigns](https://www.trendhunter.com/trends/snackable-cheeses.md) - [Milk-Inspired Hero Campaigns](https://www.trendhunter.com/trends/gonna-need-milk.md)