Allwyn promotes Lotto everyday winners in advertising refresh of National Lottery

The National Lottery has launched its new advertising campaign, refreshing the Lotto jackpot to UK audiences under the stewardship of new operator Allwyn UK.

The debut campaign of Allwyn UK promotes ‘everyday winners’ of the £1m Lotto jackpot, asking participants the question ‘Will you be next?’.

London creative agency VCCP developed the campaign for Allwyn UK, who officially took charge of the National Lottery operating contract on 1 February.

As the new steward, Allwyn has prioritised refreshing the National Lottery’s brand and advertising engagement with the public, detailed as the first phase of the lottery’s makeover to increase funds in support of UK charities, heritage projects and cultural initiatives across the UK.

VCCP and Leo Burnett have been appointed joint creative agencies for the National Lottery’s advertising account.

Management of the multi-million-pound account sees VCCP assigned as creative lead for the promotion of National Lottery Lotto and Set For Life games.

Meanwhile, Leo Burnett’s mandate is focused on developing captivating public campaigns for The National Lottery brand, promoting its work on raising money for good causes.

The media planning and advertising strategy of the National Lottery will be led by Omnicom Group subsidiary Hearts & Science, who are charged with developing a high-impact, digital-first strategy for the lottery’s account.

Speaking to the advertising news source, Campaign, 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.”