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. The people on screen were actors but the questions were legit, recollected by the company’s own pharmacists.
“I thought to myself, ‘Why aren’t we doing something that’s casting our actual store associates on the front end and in the pharmacy, to bring that authenticity through?’” Walden recalled.
