Rite Aid courts seniors with new ad campaign

CAMP HILL, Pa. — Rite Aid, the third-largest drug chain in the nation, is pursuing the lucrative senior market with its latest marketing campaign centered on its new extension to the Wellness+ loyalty card program.

The integrated campaign for Wellness65+ features seniors actively engaged in activites like swimming laps, riding a roller coaster or having a water fight with grandchildren. It promotes the various features of the program, which is aimed at seniors and provides several benefits in addition to the standard Wellness+ program. Ad agency Marc USA created the program.

"Amid new healthcare legislation and the growing array of options, heath care can be more confusing than ever," Rite Aid SVP marketing John Learish said. "A key goal of Wellness65+ is to create ongoing dialogue between Rite Aid pharmacists and their patients to better help them reach their wellness goals. Retail brands have an opportunity to create in-store experiences and offerings that foster stronger relationships and truly build loyalty. It's just one more way we can provide value. Wellness65+ provides seniors, one of our most important consumer bases, with products and services specifically targeted to meet their needs."

Wellness65+ will be supported by direct and digital channels, including social media. A cross-country mobile tour will visit more than 30 Rite Aid markets between now and March 2014, with partnerships in each city between Rite Aid and local organizations to host special community wellness events for seniors and their families. These will include free health screenings, pharmacist consultations and local experts on fitness, finance, legal and technology issues.

"Each Wellness65+ TV spot opens with a senior reflecting... 'How did I get here?'" Marc USA chief creative officer Bryan Hadlock said. "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."