Rite Aid began blitzing shoppers in July with back-to-school messages incorporating product images from top brands across an array of in-store signage.
Ceiling signs, side panels, endcap headers, window posters and other signs depict such seasonally relevant products as Hasbro’s Playskool crayons, Newell Rubbermaid’s Expo highlighters, Texas Instruments calculators and MeadWestvaco’s Mead notepads. All of the signage embody a unified theme of product beauty shots against backgrounds of school imagery such as lockers and blackboards. Other seasonal partners including Kraft Foods’ Capri Sun are showcased on shelf talkers with back-to-school messaging.
Back-to-school deals began running in Rite Aid circulars in late July as well. In one offer, Wellness+ loyalty cardholders were offered $1 in +Up Rewards with purchase of two packs of Bic pens or Newell division Sanford’s Sharpie or PaperMate writing instruments.
In its most significant seasonal vendor collaboration, Rite Aid joined with General Mills to offer $5 back on a $20 purchase of eligible products from July 27 to Aug. 30 through the chain’s Single Check Rebates program. An ad in the program’s monthly catalog also plugged a national sweepstakes awarding 250,000 bonus “Box Tops for Education” through Mills’ evergreen cause effort. The list of eligible products includes such Mills brands as Betty Crocker, Cheerios, Nature Valley, Progresso and Chex, along with items from “Box Tops” partners Avery Dennison, Kimberly-Clark, SC Johnson’s Ziploc and Welch’s. A back-page circular feature on Aug. 7 supported.
The retailer did surprisingly little for the season on its website, with an ad on the landing page for its “Save Now” section promoting the chain as “Back to School Central” but simply directing visitors to the weekly circular.
In a somewhat odd promotion, Rite Aid stores in California promoted whooping cough vaccinations at the pharmacy by dangling a free cone of private-label Thrifty ice cream with an inoculation.
Elsewhere, the chain revived its teen girl-targeting Glam Camp promotion, which has been running since 2003 and is currently managed by Cosmetic Promotions Inc., Winter Park, FL.