Macdonald’s Prescriptions: Telling the story of a pharmacy unlike any other
2024-2026

Turning 100 years of care into a living story with a heart

Creative Strategy & Production · Brand Storytelling · Interviews · Social Media · Video · Advertising · Community Engagement

Macdonald's Prescriptions has spent a century building a remarkable reputation: a family-owned community pharmacy known not only for caring deeply for its patients, but for taking on complex healthcare needs, supporting specialized patient communities, and cultivating generations of exceptional pharmacists.

I began by interviewing CEO Michelle Zuccaro and her father, longtime owner Vince Zuccaro, using their memories and archival material to create the “99 Years of Macdonald's” campaign. Their stories became a way into the pharmacy's history, values and evolution, setting the stage for their milestone centennial campaign celebrating 100 years of care.

That same storytelling approach extends to Macdonald's role in the community. Through interviews, research and collaboration with staff and partner organizations, such as PALS Autism School and the Food Allergy Immunotherapy Program, I've created accessible stories around everything from pharmacists' evolving role in patient care, custom compounding, and food allergy immunotherapy, to raising awareness about conditions such as autism, ostomy and lymphedema.

I created mini-doc reels, informative carousels and heartwarming showcases of the Macdonald’s crew to give Vancouver’s oldest pharmacy the distinctly human voice it deserves. Together with the personalities who have made Macdonald’s what it is today, we built a social presence with a history and a heart for Vancouver’s oldest and most caring pharmacy.

A recent integrated organic + paid campaign reached 39.5K Instagram accounts in four weeks, with more than 99% of reach coming from outside the existing follower base. Across paid campaigns, iterative creative and A/B testing produced top-performing CPCs as low as $0.04 and $0.11.