Rite Aid features wellness+ with Plenti in new ad campaign
CAMP HILL, Pa. — Rite Aid on Monday launched a new integrated marketing campaign in support of wellness+ with Plenti, created by Rite Aid’s long-time agency partner MARC USA. The new television spot shows how consumers can benefit from Rite Aid joining forces with their other favorite brands. The campaign is designed to reach not only Rite Aid customers but also customers of other Plenti partners including AT&T, Exxon, Macy’s, Mobil, Nationwide, Direct Energy, Enterprise Rent-A-Car and Hulu.
“Customer loyalty is such a critical business driver today. Wellness+ is already one of the most robust retail loyalty programs, so it was such a natural fit for Rite Aid to join Plenti and take our program to the next level," said John Learish, Rite Aid SVP marketing. "Since there has never been anything like this before in the United States, the goal of our campaign is to help shoppers understand the power of Plenti. We also want to make sure Rite Aid customers know that in addition to earning Plenti points, which can be used for at least two years for savings at Rite Aid and certain Plenti partners, all the great benefits of wellness+ remain – including the ability to earn 20% off almost the entire store for a year.”
The new campaign features a 30-second TV spot that brings the coalition experience to life as it shows how wellness+ with Plenti works. It follows a shopper eagerly offering to buy a cold remedy for her sick husband. Along the way, she visits several Plenti partners for things she wants and needs, including Macy’s for jeans, AT&T for headphones and Exxon/Mobil for fuel, before she arrives at Rite Aid, where she ultimately gets the cold medicine free with the Plenti points she has already earned.
MARC USA’s Chief Creative Officer Bryan Hadlock explained that the TV spot was shot on site at Rite Aid as well as at other Plenti partners. Hadlock added, “It’s quite unusual for a retail spot for one brand to feature other brands this way. It’s proof of the tremendous collaboration and coordination within the Plenti coalition and really demonstrates the ease and simplicity of the customer experience. It’s a real win-win for consumers and retailers participating in the Plenti coalition.”
The campaign media strategy includes extensive support nationwide and an additional overlay in Rite Aid’s key markets. Besides the TV spot running on major cable networks, there are two 30-second spots running on network radio, as well as direct mail, in-store signage, circular and multi-platform digital activation with six online videos, email, search, display, pre-roll and social media strategies.
“We’ve built such strong brand loyalty through wellness+ and wellness65+ with more than three-fourths of our sales today associated with a wellness+ card," Learish said. "We see wellness+ with Plenti as a way to give even more value to our loyal members and also introduce new shoppers to Rite Aid. Wellness+ with Plenti works seamlessly across all the ways people want to shop Rite Aid, including Riteaid.com – where customers can also earn and use Plenti points.”