A PR rep assures me that NO Rite Aid brand products are excluded and that no minimum purchase is required.
If everything you buy is the same price you end up with a 25% discount. If you buy differently priced items, the discount comes off the lower-priced items.
For instance, if you buy
$5 Rite Aid brand over the counter meds
$5 Rite Aid brand skin care
minus $2.50 (50% off $5) off
Total: $7.50 + tax
If you buy a sale-priced item, you will pay either the sale price or the regular-price with the 50% off discount, whichever is cheaper.
Caveats: no rain checks, discount while supplies last.