CAMP HILL, Pa. — Rite Aid Corp. has commenced a multimedia marketing campaign for wellness+ with Plenti, its enhanced rewards program arising from its participation in Plenti, the nation’s first coalition loyalty initiative.

Rite Aid said Monday that the campaign has extensive support nationwide along with an overlay in its key markets. The effort includes a 30-second television spot running on major cable networks, two 30-second spots on network radio and direct mail, in-store signage and circular support. There’s also multiplatform digital activation, with six online videos, email, search, display, pre-roll and social media strategies.

Wellness+ with Plenti was rolled out at Rite Aid earlier this month after the Plenti program’s introduction in mid-March. Customers signing up for wellness+ with Plenti can use a single card to receive their current benefits under Rite Aid’s wellness+ program as well as earn and redeem Plenti points to use for savings at any of the participating merchants. Plenti’s other merchant partners include AT&T, Exxon, Macy’s, Mobil, Nationwide, Direct Energy, Enterprise Rent-A-Car, Hulu and American Express, which runs the coalition program via its US Loyalty division.

The campaign, created by Rite Aid’s agency partner MARC USA, aims to show how consumers can benefit from Rite Aid’s partnership with other popular brands.

For example, the TV commercial (see video above) follows a shopper eagerly offering to buy a cold remedy for her sick husband. Along the way, she visits several Plenti merchants 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 earned.

“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,” Rite Aid senior vice president of marketing John Learish said in a statement. “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.”

Rite Aid noted that the campaign is targeted at not only its own customers but also those of the other Plenti merchants, as illustrated in the TV commercial.

“It’s quite unusual for a retail spot for one brand to feature other brands this way,” explained Bryan Hadlock, chief creative officer at MARC USA, adding that the TV spot was shot on site at Rite Aid and at other Plenti partners. “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.”

According to Learish, Plenti brings additional benefits to Rite Aid’s nearly 25 million active wellness+ members.

“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,” he stated. “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.”