Rite Aid has launched an integrated marketing campaign designed to promote its wellness+ with Plenti loyalty program. The new loyalty offering combines the Rite Aid wellness+ program with Plenti, a coalition loyalty program.
Advertising agency MARC USA created the campaign, which is designed to show how Rite Aid consumers can benefit from the collaboration. The Plenti rewards program, which is spearheaded by American Express, launched May 4 and allows consumers to earn and redeem points from AT&T, Direct Energy, Enterprise Rent-a-Car, ExxonMobil, Hulu, Macy’s, Nationwide and Rite Aid.
“Customer loyalty is such a critical business driver today,” said John Learish, SVP of Marketing at Rite Aid. “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. 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.”
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The campaign features a 30-second TV spot explaining the wellness+ with Plenti program, which follows a shopper eagerly offering to buy a cold remedy for her sick husband. Along the way, she visits several Plenti partners to purchase things she wants and needs. She ventures to Macy’s to purchase jeans, AT&T for headphones and ExxonMobil for fuel, before she arrives at Rite Aid — where she ultimately gets the cold medicine for free by redeeming her Plenti points.
“It’s quite unusual for a retail spot for one brand to feature other brands this way,” said Bryan Hadlock, Chief Creative Officer for MARC USA. “It’s proof of the tremendous collaboration and coordination within the Plenti coalition and really demonstrates the ease and simplicity of the customer experience.”
In addition to the TV spot running on major cable networks, there are two other 30-second advertisements running on network radio. Rite Aid also is leveraging direct mail campaigns, in-store signage, circular and multi-platform digital activation with six online videos, email, search, display, pre-roll and social media strategies, to drive awareness of the new offering.
