Rite Aid Wants Customers to Know It's Got Their Backs. Will That Cure Its Many Ills?

The pharmacy chain's new campaign, 'It Means More,' aims to build consumer trust

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A few months back, Jeanniey Walden—just getting her sea legs as the new CMO of Rite Aid—set up a meeting with creative shop Leo Burnett. But what started as a simple meet-and-greet featured an unexpected surprise. “I saw some work that they had done that never made it to the light of day,” Walden told ADWEEK.

The agency had shot some creative work themed around the most common questions that customers ask at the pharmacy counter.



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