Nothing spells summer like firing up the grill, and in Québec, it’s a huge part of summertime culture. “That’s why we teamed up with BBQ Québec and developed a special scratch ticket that offers a wide array of enticing prizes,” said Anne Marie Voyer, Director of Products & Development at Loto-Québec. Players can choose from two designs when buying the $10 ticket, and get a shot at a variety of prizes:
• A $1 million grand prize (the draw for which is slated for August 1)
• 31 “grilling kit” prize packs (which consist of a BBQ and grilling tools set) drawn daily from July 1 to July 31 (or the cash equivalent of $1,500)
• 10 personalized outdoor kitchens (or the equivalent of $10,000 in cash or a BBQ Québec gift card)
• A variety of smaller instant prizes
The scratch ticket hit retail outlets on May 24. It is supported by a mass advertising campaign that will include a 30-second TV ad, as well as point-of-sale and online ads. “Showcasing Quebecers’ passion for grilling, the TV ad will depict two backyards that are typical of the ones we see in Québec. It’ll also highlight our partnership with BBQ Québec. And all the filming was done in a studio! We worked with MELS, a Québec film production company, which used newly developed special effects to design the set and recreate that outdoor feel,” said Janie Thériault, Director of Integrated Marketing Communications at Loto Québec. Original content will be developed for social media as well, including videos featuring delicious recipes, a Father’s Day promotion, and animated videos promoting the various draws.