Integrated Marketing Campaign Helps Launch wellness+ with Plenti
In addition to being prominently featured in the Plenti coalition’s nationwide marketing campaign, Rite Aid recently launched an integrated marketing campaign to support its transition to wellness+ with Plenti.
The campaign features a 30-second TV spot that brings the coalition experience to life as it shows how wellness+ with Plenti provides value to consumers. It follows a shopper eager to buy a cold remedy for her sick husband.
Along the way, she visits several Plenti partners for products she wants or 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 for free with Plenti points she has already earned along the way.
Besides the TV spot running on major cable networks, there are two 30-second spots running on network radio, as well as direct mail, in-store signage, circular and digital media including online videos, emails, search engine ads, social media messages and more.
The campaign, created by Rite Aid’s long-time agency partner MARC USA, shows how consumers can benefit from Rite Aid joining forces with their other favorite brands. The campaign is designed to reach not only Rite Aid customers but also customers of other Plenti partners including AT&T, Exxon, Macy’s, Mobil, Nationwide, Direct Energy, Enterprise Rent-A-Car and Hulu.
“Since there has never been anything like this before in the United States, the goal of our campaign was to help shoppers understand the power of Plenti,” said Senior Vice President of Marketing John Learish.
“We also want to make sure Rite Aid customers know that in addition to earning Plenti points, which consumers have at least two years to use for savings at Rite Aid and certain Plenti partners, all the great benefits of wellness+ remain – including the ability to earn 20 percent off almost the entire store for a year.”
As a part of Plenti, the nation’s first coalition loyalty program, Rite Aid now offers its nearly 25 million active wellness+ members even more ways to earn and enjoy savings on top of the existing wellness+ benefits they currently receive.
For those not currently enrolled in Rite Aid’s customer loyalty program, Plenti offers yet another strong incentive for consumers to become loyal Rite Aid shoppers.
“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,” Learish added. “We see wellness+ with Plenti as a way to give even more opportunities to our supplier partners, introduce new shoppers to Rite Aid and offer even greater value to our loyal members.”