Pharmaprix, the Quebec division of Shoppers Drug Mart, is betting it can capitalize on the popularity of actress Macha Grenon with its 1993 advertising campaign, launched March 14.

The first in a series of tv spots aired during the Quebec equivalent of the People’s Choice Awards, Le Gala Metro Star, in which Grenon, Pharmaprix’s spokesperson, was nominated for best actress.

The spots, developed by Montreal ad agency PNMD/ Publitel, feature Grenon talking to gold fish, rabbits and parrots about Pharmaprix products and services.

The eight 15-sec. spots will air in major Quebec markets throughout 1993.

Print support was launched simultaneously in secondary markets around the province.

Robert Larose, Pharmaprix’s director of advertising, says the campaign uses a humorous approach to deliver the message that Pharmaprix is service-oriented.

Larose, who describes the Quebec market as extremely competitive, say the firm’s 1993 media buy will be similar to that of 1992.

Pharmaprix is the second leading drug-store chain in the Quebec market after the Jean Coutu chain. While Jean Coutu focuses on selection and price, Larose says Pharmaprix’s current campaign tries to highlight its hours of service, trained professionals and house brands such as Life and Rialto.

Shoppers Drug Mart’s Rialto products are popular in other parts of the country, but they are less so in Quebec. Larose says Pharmaprix is hoping the ads will raise sales in the province.

The frequency of the tv and print advertising will try to match the bi-weekly shopping pattern of drug store shoppers.

Pharmaprix currently has 64 stores in Quebec. Shoppers has a total of 700 outlets across the country.