Description
FDJ (French leader in lottery games, creator of the bi-weekly lottery brand LOTO) and BETC Paris are reviving France's most addictive investigation with "Grandma's Secret," a mockumentary-style true crime show that transforms a simple Sunday lunch into a national scandal.
Since 2023, the LOTO platform "It Doesn't Only Happen to Others" has been based on an insight as true as it is captivating: winners don't usually share the good news to their loved ones. Not out of malice, but to avoid disrupting their daily lives. They prefer to improve their lives little by little, almost discreetly, until suspicion creeps in.
This is how "Grandma" was born: a mysterious grandmother, an ordinary Sunday lunch, and an entire family that begins to notice something was looking funny. Surimi that looks a little too much like lobster. Gifts that are a little too generous. Trips... And a question that obsesses everyone: Did Grandma win, yes or no?
GRANDMA'S SECRET: A TRUE CRIME TRAILER, LIKE ON NETFLIX
To launch this new chapter, FDJ and BETC Paris unveil “Grandma’s Secret”: the highly stylized trailer for a Netflix-style documentary, suspenseful and narrative-driven, inspired by the major investigations that captivate French households. Interviews, surveillance videos, dubious family photos, absurd clues… All the ingredients of true crimes are there. Except here, the mystery isn’t a murder, but a lottery ticket.
A 2-minute trailer, and its official poster, like a real series release.
“We wanted to treat a lottery win like a news item: with the same suspense, the same collective obsession… but for a story this time that is profoundly funny and French”, explains Olivier Aumard, Executive Creative Director at BETC Paris.
A DIGITAL SAGA WITH THE CHARACTERS PORTRAITS
Around the trailer, the campaign unfolds in a 100% digital ecosystem: content dedicated to each character of the family, everyone of them conducting their investigation in their own way, each one of them convinced of holding the definitive proof.
A SPECIAL PODCAST, NARRATED BY FRENCH JOURNALIST CHRISTOPHE HONDELATTE
The highlight of this launch: an original podcast written and narrated by journalist Christophe Hondelatte, the undisputed master of audio investigations in France. Fifteen minutes of storytelling, suspense, and deliciously awkward family drama… like a new Hondelatte case, except here, there's no crime, but a lobster on the table.
The trailer and videos were directed by Hafid Benamar and produced by SOVAGE, long-standing partners of the LOTO campaign since 2023. The campaign achieved the highest level of the EcoProd Label with 3 stars, a first for the group. As such, FDJ becomes the first advertiser in Kantar's top 100 to achieve this level of excellence in France.
AN EFFECTIVE LONG-TERM SAGA
The first films of the saga, launched in 2023, delivered the best business results of the decade for a Friday the 13th. The new platform demonstrated a historic improvement across all brand metrics, particularly in play incentive (+12 points after viewing) and consideration (+8 points for "a funny campaign"). The brand continues to leverage these winning elements.
This professional campaign titled 'Grandma's Secret' was published in France in February, 2026. It was created for the brand: FDJ - LOTO, by ad agency: BETC. This Film and Integrated media campaign is related to the Lottery industry and contains 1 media asset. It was submitted 2 minutes ago.
