McCann Calgary has launched “Not a Pickle”, a quirky new campaign for Lotto Spot built around DILLS TO BILLS—a scratch-and-win ticket that actually smells like dill pickles. Riding the wave of the ongoing pickle craze, the campaign fuses cultural relevance, playful design, and a touch of absurdity to capture attention.
While the card’s scent is so authentic it could be mistaken for the real thing, it’s definitely not a pickle—but it could win players one of 10 cash prizes worth $10,000 each.
“McCann Calgary partnered closely with Lotto Spot to develop a playful Scratch & Win concept inspired by a trending cultural moment,” said Teela Lynn, brand manager. “Drawing on the nostalgia of scratch-and-sniff stickers and the popularity of pickles, we created a dill-scented ticket that reinforces the lottery as a lighthearted escape. With innovative products and curiosity-driven ads, we reminded players to take a little moment of fun and play Scratch & Win.”
“Pickles are having a cultural moment with millennials and Gen Z, and we wanted to tap into that in a way that felt authentic,” added Jordan Finlayson, senior copywriter. “From the ‘Not a Pickle’ concept to the naming, design, and even the scent, this was a true collaboration with Lotto Spot. Turning a scratch-and-sniff dill into a big deal was as fun as it was absurd.”
Design played a central role in amplifying the humour. “We wanted our design approach to reflect the ticket’s playfulness,” said Justin Tabakian, senior art director. “That guided everything—from a bold yet soft colour palette to diner-inspired photography. The visual humour of having a pickle mascot was something we leaned into to stand out in a crowded category.”
The campaign runs August 11–September 5 across Alberta, Manitoba, and Saskatchewan, with activations including DOOH, print OOH, scratch-and-sniff wild postings in Calgary and Edmonton (from August 18), plus Spotify audio ads, social (Meta, Snapchat, TikTok), Netflix placements, and a Snapchat AR Lens.
