Rite Aid rolls out integrated campaign from MARC USA for its over 65s loyalty program
The Rite Aid Corporation has rolled out a multi-media campaign for its ‘wellness+’ loyalty programme for over 65s.
Developed by MARC USA, the ad campaign aims to show how wellness65+ offers benefits such as access to pharmacists and discounts on merchandise, as well as a private consultations and special discounts the first Wednesday of each month.
Comprised of print, TV and radio, it will run in 21 major urban markets where Rite Aid would have “the greatest opportunity to enrol new seniors.”
Using the ‘With us, it’s personal’ tagline, the TVCs show healthy over 65s doing activities and asking themselves ‘How did I get here?’.
Bryan Hadlock, MARC USA chief creative officer, explained: "Each wellness65+ TV spot opens with a senior reflecting... 'How did I get here?' The scenarios personify health and wellness as being able to do what you enjoy most whether it's a physical challenge or special moments with the people you love. The spots complete the loop by showing the role of the Rite Aid pharmacist in the senior's life - helping each customer get to a place where he or she is living life to the fullest."
The ads have run primarily on news programs and shows like Wheel of Fortune and Jeopardy.
60-second radio spots in the same vein are also running on news, talk, easy listening, jazz, classical and gospel radio stations while a full-page ad has been taken out in AARP Magazine.
As well as traditional campaign initiatives, Rite Aid also launched a tour travelling across the county, supported by social media.
Running until March 2014, it will visit more than 30 key Rite Aid markets and partner with local organisations in each city to host special community wellness events for seniors and their families.
In terms of campaign spend, John Learish, SVP marketing for Rite Aid, told the New York Times that advertising spend for the second half of this year would be “comparable” to what was spent in the same period last year.
According to Kantar Media, in 2012 Rite Aid spent $47.7m, with $27.7m spent in the second half of the year.
Content created with:
MARC USA
Find out more