Agency: Alfred Authors: André Rhéaume, Jean-François Bernier, Marc Fabien, Mélanie Courtois and Josée Moreau

Familiprix

Advertiser: Familiprix
Awards: Sustained Success - Gold

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): October 2002–March 2005.
Start of Advertising/Communications Effort: October 2002.
Base Period for Comparison: Historical trends where appropriate.

In 2002, a war was brewing in Quebec's pharmacy industry. Loblaws, Wal-Mart, and Zellers were beginning to penetrate the market, and all the industry players were preparing a counter-attack. With 227 pharmacies mainly in regional areas, and brand recognition at only 21%, Familiprix would have to be aggressive to keep its market share.