Rite Aid’s latest ad campaign targets millennial mothers

Rite Aid is kicking off an ad campaign that aims to strike an emotional chord with mothers aged 25 years old and older — a demographic that most often makes healthcare decisions for themselves and for others.

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

[Read more: Rite Aid opens online scheduling for flu shots]

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

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

[Read more: Rite Aid releases ESG report]

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