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New Rite Aid Campaign Gets Personal

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NEW YORK -- Rite Aid Tuesday unveiled its new marketing and ad campaign, with the tagline "With Us It's Personal", aimed at helping the nation's third largest drugstore chain further distance itself from its recent financial troubles. The Camp Hill, Pa.-based company's account is handled by MARC USA/Pittsburgh.

Rite Aid, which ranks behind CVS and Walgreen, is still recovering from an accounting scandal, two years of losses and financial debt left by former management.

"Some people said it couldn't be done, that there were too many past mistakes, too much ground to make up," Mary Sammons, president and COO, told employees during Rite Aid!s annual management conference and supplier exhibition at the Baltimore Convention Center. "This company was not supposed to survive. But it did. We can start acting like a healthy company again."

The "With Us It's Personal" slogan will appear in national print and TV commercials. According to Sammons, it will focus on the company's improved customer service, lowered prices, increased private label offerings and expanded photo services and selections in home decor, home office, garden, ready-to-assemble furniture and electronics. Media spend was not revealed. Rite Aid spent $120 million in 2000, according to CMR.