3 Still Standing In $30 Mil. Pitch For GNC, Rite Aid

Three finalists will present creative concepts late this month in a bid for creative duties on a Rite Aid/General Nutrition Centers joint venture: Publicis and Kirshenbaum Bond & Partners, both New York, and D’Arcy Masius Benton & Bowles, Troy, Mich., sources said.
A decision on the $30 million account is expected in early April. As part of the 10-year venture, GNC will place outlets in Rite Aid stores and manufacture all of the chain’s vitamins. The two companies will also market a line of vitamins and nutritional supplements.
Media duties will be awarded to a roster shop, either Media Partnership in Norwalk, Conn. (GNC), or DeWitt Media here (Rite Aid).
The agencies declined comment; the client could not be reached by press time. –staff report