By Audrey Kemp, LA Reporter

February 22, 2024 | 3 min read

The spot celebrates retail workers who enrich consumerslives every day.

Today, retail pharmacy chain Rite Aid launched new creative starring real-life heroes in blue vests: its employees who better the lives of customers daily.

Titled ‘It Means More,’ the commercial emphasizes Rite Aid’s dedication to fostering and nurturing relationships with customers.

The commercial unfolds like a series of relatable scenarios where Rite Aid employees become unsung heroes. Picture this: a father’s dash to the nearest Rite Aid when his daughter’s impromptu haircut right before picture day, a couple’s last-minute realization of a forgotten prescription just as they’re about to set off on vacation, and a busy mom ticking off her to-do list, while indulging in Thrifty ice-cream – a brand the chain has served in-store for years.

The underlying message of the ad goes beyond the pharmacy shelves; it positions Rite Aid as a trusted partner – a pillar of support in life’s unexpected twists and turns.

“Putting our customers first by creating authentic relationships is what differentiates Rite Aid in the retail pharmacy space,” said Rite Aid’s chief marketing officer Jeanniey Walden.

“‘It Means More’ is a testament to the exceptional service that our employees consistently deliver and the genuine connections they have with our customers. The heartfelt stories reflected in our ads highlight some of the many ways the Rite Aid experience not only provides the community with daily life necessities and fun extras but also adds a personalized touch, which is truly our special sauce. It means more to our company every time someone chooses to walk through our doors.”

Leo Burnett ideated and developed the campaign.

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

Creative Pharmaceuticals Creative Works

More from Creative

View all