Milwaukee-based agency Hanson Dodge has been selected by a Wisconsin Native American community to create a launch campaign for a new convenience store concept called Fireside Market. 

The market side of the store offers grab and go meals, snacks, beer and everyday essentials. The market also offers motorists a place to refuel. The market and fuel pumps will be open 24-hours.  

The village of Slinger, WI is home to the first store. The chain is being developed by Potawatomi Ventures, part of the Forest County Potawatomi Community. Plans call for two new store openings a year covering the southeastern portion of the state. 

The launch campaign targets families (especially moms), along with travelers, truck drivers and locals, with a focus on its fresh food. The brand’s tagline: “Premium To-Go.”  

Advertising debuts this month and will include video, out-of-home, streaming audio, search, digital, experiential, email and local activations.   

A portion of the advertising targets so-called “hot moms” – women who the company and agency describe as “amazing, multitasking, always-on-the-go moms who somehow keep it all together without making compromises – especially when it comes to a hot and fresh dinner for her family.”  

Sample the work here and here.