Rite Aid Launches Integrated Marketing Effort to Introduce Wellness65+

  Rite Aid Launches Integrated Marketing Effort to Introduce Wellness65+

  Campaign Brings to Life Promise of Personalized Relationships and Service
               Through Stories of Seniors Actively Living Well

Business Wire

CAMP HILL, Pa. -- July 29, 2013

Rite Aid Corporation (NYSE:RAD) has launched wellness65+,  the first chain
drug store loyalty program for those 65 and over, with an integrated marketing
campaign built on the brand’s promise to deliver personalized service that
actively helps its customers live well. The new seniors program is the latest
extension of Rite Aid’s highly successful free customer loyalty program

The marketing campaign, created by Rite Aid’s longtime agency MARC USA, brings
to life the brand’s commitment to understanding its customers more personally
and highlights the additional wellness65+ services offered to seniors, one of
the fastest growing populations in the nation.

Wellness65+ is based on the health and wellness offerings of wellness+ with
tailored programs for seniors built on individualized solutions for helping
them live healthier lives. Wellness65+ is designed to give seniors an enhanced
experience that includes a special savings day for them the first Wednesday of
every month – wellness65+ Wednesdays – as well as the opportunity to develop a
deeper relationship with their trusted Rite Aid pharmacist. Members will be
automatically eligible for an expanded pharmacist consultation to give them
the extra support they need to maintain their health and wellness.

John Learish, senior vice president of marketing at Rite Aid, points out,
“Amid new health care legislation and the growing array of options, health
care can be more confusing than ever. A key goal of wellness65+ is to create
ongoing dialogue between Rite Aid pharmacists and their patients to better
help them reach their wellness goals.”

Learish continues, “Retail brands have an opportunity to create in-store
experiences and offerings that foster stronger relationships and truly build
loyalty. It’s just one more way we can provide value. Wellness65+ provides
seniors, one of our most important consumer bases, with products and services
specifically targeted to meet their needs.”

The marketing campaign, which just rolled out nationwide, features seniors
actively engaged in life from swimming laps to riding a roller coaster or
having a water fight with grandchildren. The campaign also promotes the
distinctive offerings of the wellness65+ program including the personalized
pharmacist consultations, 20% off the first Wednesday of each month for
seniors and the ability to earn one point for every dollar they spend on
prescription co-pays, including those supported by government-funded programs
up to a maximum of 25 points per prescription (except in New York and New
Jersey). This is a key benefit for the many seniors who fill prescriptions
through Medicare Part D.

Bryan Hadlock, MARC USA chief creative officer, explains, “Each wellness65+ TV
spot opens with a senior reflecting... ‘How did I get here?’ The scenarios
personify health and wellness as being able to do what you enjoy most whether
it’s a physical challenge or special moments with the people you love. The
spots complete the loop by showing the role of the Rite Aid pharmacist in the
senior’s life – helping each customer get to a place where he or she is living
life to the fullest.”

Hadlock adds, “Rite Aid’s emphasis on personal relationships is further
reflected by the voice of the brand in the radio and TV spots, actress
Julianna Margulies. With women as the core Rite Aid shopper and guardian of
family health, we selected a familiar voice that embodies warmth and trust.”

Beyond TV, radio and print, wellness65+ will be supported by direct and
digital channels, including social media. Central to delivering the personal
experience is a, cross-country mobile tour that  will visit more than 30 key
Rite Aid markets from now through March 2014. In each city, Rite Aid will
partner with local organizations to host special community wellness events for
seniors and their families. These events, designed with seniors in mind, will
include free health screenings, pharmacist consultations and local experts in
the fields of fitness, finance, legal and technology. Customers can follow
www.facebook.com/RiteAid to see where and when Rite Aid’s wellness65+ tour
will be visiting.

Rite Aid Corporation is one of the nation's leading drugstore chains with more
than 4,600 stores in 31 states and the District of Columbia and fiscal 2013
annual revenues of $25.4 billion. Information about Rite Aid, including
corporate background and press releases, is available through the company's
website at www.riteaid.com.

Editor’s Note:

To view one of the campaign TV spots:
https://www.youtube.com/watch?v=c3RqmdC9bWk. Additional campaign materials
available on request.


Rite Aid Corporation
Ashley Flower, 717-975-5718
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