Salt & Stone has tapped singer Tucker Pillsbury, better known as Role Model, to front its new campaign, launching ahead of the artist’s upcoming album release. The partnership feels like a natural evolution as Role Model is said to have been a fan of the brand for some time. “Since the internet likes to tell me I stink, working with Salt & Stone on this campaign felt pretty natural,” said Role Model. “Working with Role Model came together so organically since he has been a fan of the brand for a while,” said Abby Tellam, CMO of Salt & Stone. This is not Salt & Stone’s first celebrity partnership, but marks a new direction as the brand previously put an emphasis on sporting stars.