​New Rite Aid campaign understands millennial moms​

Rite Aid, a full-service modern pharmacy that improves health outcomes, is debuting a new ad campaign.

The ad creative, developed by Leo Burnett (with a core team representative of Rite Aid's target millennial customer) aims to strike an emotional chord with mothers ages 25+ a demographic that most often makes healthcare decisions for themselves and for others.

Inspiring the creative is the insight that Moms, particularly of the millennial generation, are bombarded with messages in a fragmented, transactional health complex and often feel alone and pressured to make the “right” decisions.

The two resulting video spots recognise the dichotomies of modern motherhood as normal and reassure customers that “there is no wrong way” at Rite Aid, which offers traditional medicine to alternative remedies and everything in between.

The campaign marks the first brand-building advertising effort from the company since the 60-year-old business re-branded in 2020, and since the global COVID pandemic disrupted the industry. 

The spots will air in 30 markets (Rite Aid has locations in 17 states) on traditional and addressable TV as well as digital channels.