McCann Calgary’s “Not a Pickle” Scratch & Win brings humor, pickle craze, and bold OOH design across Alberta, Manitoba, and Saskatchewan.
Lotto Spot’s Pickle Craze Campaign
McCann Calgary teamed up with Lotto Spot to unveil Not a Pickle, the creative platform behind the new DILLS TO BILLS Scratch & Win ticket. Tapping the pickle wave among Millennials and Gen Z, the card smells just like dill pickles—yet offers the chance to win one of ten $10,000 prizes. The concept blends humor, pop culture, and out-of-home (OOH) craft to reframe the lottery as a lighthearted escape.
Scratch, Sniff, and Win
Built on the nostalgia of scratch-and-sniff stickers, the ticket invites curiosity and interaction. As brand manager Teela Lynn notes:
“Starting with an innovative scented product and curiosity-driving ads, we reminded players to enjoy a little moment of fun and play Scratch & Win.”
Pickles, Pop Culture, and Playful Design
“Pickles are having a moment,” says senior copywriter Jordan Finlayson. The team leaned into that trend with a bold-yet-soft color palette, diner-inspired photography, and visual humor that embraces the absurdity of a pickle as the hero. Senior art director Justin Tabakian highlights a design system that pops in a visually crowded category.
Why It Works for OOH
The campaign shows how billboard advertising and playful product design can cut through: a simple cultural truth, a sensory hook, and bright, distinctive visuals. For brands and outdoor advertising companies near me, it’s a reminder that tapping a trend—without losing product truth—can deliver instant relevance.
