Throughout the effort, Rite Aid has partnered with local organizations to address what it sees as each community's most pressing health and wellness needs. Executives estimate that Rite Aid associates have volunteered nearly 10,000 hours of community service since the anniversary celebration began. "We wanted RA50 to be a way to say 'thank you' to our customers, communities and associates for their support over the past 50 years," senior vice president of marketing John Learish says. "Our 50th anniversary sales events, which offer up to $100 in additional +UP Rewards, are the perfect way to thank our most valuable ­customers." The first four-week promotion in the final leg of the anniversary celebration began December 30 and features more than 14,000 items. By purchasing $100 worth of participating products through January 26, customers could earn a $20 +UP Reward that can be used like cash on future Rite Aid ­purchases. With additional purchases of qualifying products in $50 increments during the four weeks they could earn up to three more $10 +UP Rewards for a total savings of $50. A second 50th anniversary sale will run from February 3 to March 2 and will offer a new mix of items.