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Brunet begins Active Health Challenge promotion

Montreal-based pharmacy chain Brunet has begun a new promotion called the "Active Health Challenge." The initiative makes use of an interactive presentation at the company's website at <>, as well as a mobile application. These were developed by digital agency Tink in association with healthy lifestyle consulting firm Capsana. The quiz asks consumers 17 questions to arrive at a health score expressed as a percentage. Consumers can then compare their score to the average score of all participants and get advice on improving their health. The application also suggests challenges appropriate to the user's current health score in the categories of eating, physical activity and mental and physical wellbeing. Users who complete these challenges will receive a digital badge that can be displayed on social media sites.

The launch of the "Active Health Challenge" is being promoted with an advertising campaign developed by Publicis. It includes television, radio and poster advertising, as well as in-store materials, digital materials and social media activities. Brunet is a subsidiary of McMahon Distributeur Pharmaceutique, which is a subsidiary of Metro Richelieu.

"At Brunet, we believe that health is holistic and not solely dependent on medication," said Luc Martinovitch, vice-president and general manager of McMahon Distributeur Pharmaceutique. "We focus on prevention to differentiate ourselves and create an even stronger 'health connection' with our clients. The 'Active Health Challenge' is for active and sedentary people alike. It's part of our new communications platform and strengthens our health-oriented positioning, which we've maintained for the past 160 years."

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