Radio delivers seniors to Rite Aid.
A lot is said about radio’s ability to reach young demos and the 25-54 demo that advertisers crave most. But Rite Aid is coming to radio to help it reach the upper end of the demo scale. The chain’s new Wellness65+ loyalty program targets seniors — and in a boost for champions of audio branding the drug store chain has put special thought into the voiceover talent in the ads.
Bryan Hadlock, chief creative officer at Rite Aid’s longtime agency MARC USA, says the campaign’s emphasis on personal relationships brought them to actress Julianna Margulies. “With women as the core Rite Aid shopper and guardian of family health, we selected a familiar voice that embodies warmth and trust,” he explains.
The one-minute radio spots will air on news/talk, soft AC, classical and gospel stations in 21 markets mostly on the East and West Coasts. While the ads aren’t directly tied to the implementation of the Affordable Care Act, or Obamacare, Rite Aid says the new loyalty program is in response to the fact that seniors are more confused than ever about health care. There are also TV and print components planned.