Created by Rite Aid’s longtime agency partner MARC USA, the campaign is meant to show how consumers can benefit from the way that Rite Aid has married its own wellness+ program with Plenti, which is billed as the nation’s first coalition loyalty program. The commercials are meant to reach not only Rite Aid shoppers but also the 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,” says Rite Aid senior vice president of marketing John Learish. “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. 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 includes a 30-second TV commercial showing a woman who offers to buy a cold remedy for her sick husband. On her way to the drug store, she stops at several other 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 gets the cold medicine for free with the Plenti points she has already earned.
“It’s quite unusual for a retail spot for one brand to feature other brands this way,” says MARC USA’s chief creative officer Bryan Hadlock. “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.”
Besides the TV spot running on major cable networks, the campaign includes two 30-second network radio spots, as well as direct mail, in-store signage and circulars, as well as multiplatform digital ads that include six online videos, email, search, display, pre-roll and social media strategies.