The challenge

Auto Parts Headquarters (APH) has been in the parts business for over 100 years, powering nearly 300 Auto Value stores across the Midwest. They’re pros at distribution—and at coming up with creative ways to attract new independent store operators to join their growing network. Case in point: a scouting-themed promotional campaign that would help them stand out from the business-as-usual pitch. The wish list? Custom scout badges, a collateral piece that highlights the meaning of each badge and, of course, boxes of Girl Scout cookies. The goal was to make independent store owners feel like they were joining their best business adventure with trusted scouts right by their side. Naturally, we were all in.

The solution

We brought the scouting theme to life, first, by designing 20 custom badges—each one highlighting a different perk of partnering with APH, like tapping into more marketing muscle or getting quick access to thousands of quality auto parts and products. The badges went into a collectible tin, so prospects can literally hold the value in their hands. We created a “scouting map” that lays out the benefits of becoming an Auto Value store. The map was paired with field notes to complete the explorer vibe. And the cookies? Just the sweet finishing touch to make the whole experience memorable. The end result is a campaign that’s playful, eye-catching, and designed to keep APH ahead of the pack.