Rite Aid Wants Customers to Know It’s Got Their Backs. Will That Cure Its Many Ills?

For her part, however, Walden believes the new campaign is a suitable remedy.

“Last October when we initiated the chapter 11 process, it was to strengthen and improve financial health and make sure we’re well positioned for long-term success,” she said. “Part of long-term success is about giving back to the community and to have that mutual level of respect and trust. I believe these commercials put true, authentic stories in front of people.”