DEERFIELD, Ill. - For the first time, Walgreens has begun pushing its private-label health and wellness products with a national ad campaign, the New York Times reports. The promotion includes commercials and web pages highlighting the store brands, expanding beyond the usual newspaper circulars and in-store point-of-purchase displays.

Emphasized in the campaign is the lower price point and high quality of the products. The promotion features Walgreen pharmacists, too. "It??s equally important that we elevate the Walgreens brand and product not just on the basis of lower cost," said Kim Feil, Walgreens chief marketing officer.

As part of the campaign, Walgreens is partnering with ParentsAsk.com to provide branded content. Ads for the campaign, as well as videos on a variety of child-related topics, such as how to pick the right daycare and how to handle bee stings, will be featured on the Walgreens page. Walgreens banner ads and commercials will run on websites like CBS.com and ABC.com and the chain??s commercials will appear before prime-time shows like "Modern Family" and "Survivor."

Walgreens is using the campaign to highlight the differences between its private-label products and brand names, such as the same active ingredients in both and the less expensive price of the store brand. This spring, the drugstore will promote new in-store signage listing FAQs about wellness and health products.

During the 2010 fiscal year, Walgreens shelled out $271 million on advertising, down from $334 million in 2009 and $341 million in 2008.