Rite Aid

Turning sales from Red to black in 24 days

Rite Aid was suffering through a down year. In a last-ditch effort to turn things around, they created a seasonal sale called “The 24 Days of Christmas.”To get the word out, we turned to another holiday classic: “The Twelve Days of Christmas.” Our characters, believing Rite Aid was about to change the words to their song, showed up to tell them exactly where they could go with their sale. With a full cast of cows, hens, pipers, drummers and lords a-leaping, chaos ensued. And the sale took off. In just 24 days, Rite Aid turned its year from red to black.