Rite Aid debuts 'It Means More' campaign amid bankruptcy
Rite Aid is launching a new advertising campaign as the company continues to close stores and make its way through Chapter 11.
The pharmacy chain, which declared bankruptcy last October, has debuted its new “It Means More” ad highlighting Rite Aid’s ability to provide a “meaningful impact in the lives of customers.”
The ad features relatable storylines including a father rushing to a nearby Rite Aid after his daughter unexpectedly cuts her hair just before picture day, a couple who realizes while traveling that they've forgotten a crucial prescription, and a busy mom, desperate to complete her to-do list late at night, finding what she needs at Rite Aid.
The new ad campaign comes as Rite Aid continues to close locations. At the time of the Chapter 11 filing, it was reported that the retailer may shutter 400 to 500 stores. A&G Realty Partners was tapped to assist the company with its store closing and lease restructuring program.
"Putting our customers first by creating authentic relationships is what differentiates Rite Aid in the retail pharmacy space," said Jeanniey Walden, chief marketing officer at Rite Aid. “‘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.”
Rite Aid currently employs nearly 6,000 pharmacists and operates more than 1,700 retail pharmacy locations across 16 states.