Stop for one thing. Find another.
Campaign platform for Badger Basin Mercantile, Hartsel, Colorado
Why
With the new Badger Basin Mercantile brand in place, the opportunity was to turn a practical roadside stop into something more memorable.
Set along Colorado Highway 24 in Hartsel’s distinctive high-country landscape, BBM already feels like a find. Travelers may stop for what they need, then discover something local, useful or unexpected.
The idea
Stop for one thing. Find another.
A simple campaign platform built around the way people naturally encounter BBM. The first thought gives them a reason to stop, the second reveals the possibility of finding more than they expected.
Core belief
More than a stop. A find.
How the platform works
• Stop for provisions. Find something made nearby.
– Focus
Road essentials, regional goods and local discovery.
– Example message
Stop for provisions. Find something made nearby.
– Supporting copy
Come in for what the road requires and leave with something that connects you to the people and place around it.
• Stop for what you need. Find what you didn’t expect.
– Focus
Variety, surprise and the changing character of every visit.
– Example message
Stop for what you need. Find what you didn’t expect.
– Supporting copy
A good mercantile carries the practical. A memorable one always leaves room for discovery.
• Stop along the way. Find a place worth remembering.
– Focus
Location, atmosphere and BBM as part of the journey.
– Example message
Stop along the way. Find a place worth remembering.
– Supporting copy
Some stops disappear as soon as the road continues. Others become part of the story you tell about the trip.
• Stop once. Find your way back.
– Focus
Repeat visits, familiarity and connection with locals and travelers.
– Example message
Stop once. Find your way back.
– Supporting copy
The first visit may happen by chance. What people discover inside gives them a reason to return.
How the idea comes to life
Overall
A flexible campaign connecting roadside convenience with discovery, place and personality.
Website
Rotating stories built around useful stops, unexpected finds, regional goods and reasons to return.
Social
Featured finds, new arrivals, local makers and the small discoveries that make each visit different.
Digital
Simple messages reaching travelers before they arrive and reminding past visitors what may be waiting next time.
Video
Short moments of people pulling in for one reason, then leaving with something they never expected to find.
Email
New finds, seasonal provisions, local stories and fresh reasons to make another stop.
Outdoor and signage
Direct messages that turn passing traffic into curiosity before visitors reach the door.
Merchandise and packaging
A campaign line that feels natural on bags, apparel, cups, stickers and other pieces people carry beyond Badger Basin Mercantile.