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GNC, Rite Aid tap Media Partnership

Published on .

eneral Nutrition Centers, Pittsburgh, and Rite Aid Corp., Camp Hill, Pa., selected Media Partnership Corp., Norwalk, Conn., to handle media buying for their joint line of nutritional supplements. The PharmAssure line will be introduced with a $30 million campaign in October. The line will be sold only at GNC and Rite Aid stores, about 8,000 locations, and via a joint Web site. Media Partnership is a subsidiary of Western Initiative Media and part of Interpublic Group of Cos. It also is media buyer of record for GNC. Also pitching the account was DeWitt Media, New York, Rite Aid's media buyer. Publicis, New York, handles creative for PharmAssure.

Copyright June 1999, Crain Communications Inc.

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