Allwyn Launches New 'Everyday Winners' Campaign for the National Lottery

In a move to revitalise the UK’s National Lottery, Allwyn UK has unveiled its inaugural advertising campaign to celebrate ‘everyday winners’ of the £1m Lotto jackpot. This marks a new era for the lottery, posing the question: “Will you be next?” Allwyn is the successful candidate to operate the 4th National Lottery license, which began on the 1st of February 2024.

The London-based creative agency VCCP has created a campaign to rejuvenate the National Lottery’s brand and public engagement. This is the first step in Allwyn’s strategy to boost funding for UK charities, heritage projects, and cultural initiatives, and to showcase the lottery’s commitment to supporting good causes nationwide.

VCCP, alongside Leo Burnett, take joint responsibility with the National Lottery’s advertising account, with VCCP leading the creative direction for the Lotto and Set For Life games while Leo Burnett focuses on public campaigns highlighting the National Lottery’s philanthropic efforts. Omnicom Group’s Hearts & Science will orchestrate the advertising strategy to maximise impact and embrace a digital-first approach.

Lucy Buckley, CCO of Allwyn UK, said, “Lotto is the heart and soul of the National Lottery, so this had to be the first campaign we went live with. As we take on the treasured institution that is the National Lottery, we’re so excited to reimagine Lotto and solidify its place with new players and consumers, as well as to attract back some of those who might have stopped playing along the way.”

Darren Bailes, Global Chief Creative Officer at VCCP Group, added: “The fact that Lotto makes two millionaires a week on average is amazing, and something that many people don’t know. So we wanted to shout this from the rooftops and remind everyone that normal people, in normal places, become millionaires every week.”

The campaign is a bold step in underlining Allwyn’s commitment to maintaining and enhancing the National Lottery’s legacy of supporting good causes with a clear vision for a future where the lottery continues to make a significant impact on society.