Rite Aid wrapped up its 50th anniversary celebration this month with a store-wide incentive offer.The drugstore chain has been recognizing its 1962 inception since September 2012, when it began staging a series of wellness events and promotions under an "RA50" campaign name.From Dec. 30, 2012, through Jan. 26, Wellness+ loyalty cardholders were offered $20 in +UP Rewards with in-store purchase of $100 worth of products from manufacturers such as Johnson & Johnson, Procter & Gamble, L'Oreal USA and Unilever, as well as private labels. Subsequent $50 purchases during the promotional period earned up to three additional $10 rewards. A second, final flight dangling the same incentive ran Feb. 3 through March 2, showcasing different products from the same manufacturers.Supporting circular features that kicked off on Dec. 30 and continued through January and February carried the "RA50" logo and identified eligible products with dollar signs. The qualifying SKUs spanned multiple categories and also included brands from Hallmark Cards, Revlon Inc., Hershey Co., Mars Inc., PepsiCo, General Mills, Nestlé and Craig Electronics.An extensive P-O-P program included window posters and clings, in-line headers, rack signs and shelf tags identifying the eligible products. Informational brochures outlined the promotion.Elsewhere, Rite Aid's Facebook page boasted a dedicated tab that carried details about the promotions and a list of eligible products. Thirty-second radio spots supported.Rite Aid launched "RA50" last fall by partnering with nonprofit and commercial organizations in 12 markets across the U.S. from September through December to stage "50 Acts of Wellness." The "Acts" were health-focused events such as diabetes screenings, crib distribution to new mothers and product donations to school nurses and relief centers in disaster-stricken areas.A dedicated website at ra50.com contained an interactive map of the U.S. providing information about the events and the +UP Rewards promotions and partnering brands. In stores, rack headers plugged the events and the website. A home page carousel ad and multiple social media updates supported. The retailer also posted several post-event videos on its YouTube channel. (See below.)