Celebrity-led Postcode Lottery push hits TV and TikTok
People’s Postcode Lottery has unveiled its Big Spring Win campaign, promoting a £25.7 million prize pot in April draws and highlighting the charitable impact of participation. The campaign features the lottery’s celebrity team, including Davina McCall, Emma Willis, Mike Wedderburn, and Fred Sirieix.
Created in-house and directed by Vince Peone through The Gate+, the 60-second TV spot sees the team visiting a range of real UK locations—from city apartments to rural cottages—asking viewers: “Is your door in the draw?” The campaign reinforces that any postcode can win, whether players own or rent, and reminds audiences that entries close at midnight on 31 March.
Celebrity-led integration across media
This spring, the campaign extends beyond traditional TV advertising. Alongside ad reads on Sky Sports by Mike Wedderburn, celebrity talent appear within broadcaster continuity segments on ITV and Channel 4, creating seamless integration with channel programming.
A new TikTok activation accompanies the Postcode Millions event in April. Influencers will film live winner reactions during door knocks, capturing authentic moments as big cheques are presented. The social-first element amplifies engagement and extends the campaign’s reach beyond linear channels.
Mark Harrison, Head of Creative, People’s Postcode Lottery: “The strength of the creative platform is its flexibility. The ‘door’ is a constant, but the environments, talent integrations and media placements evolve each season. That allows us to keep the creative feeling fresh with real homes, locations and reactions, while reinforcing a single, distinctive message – any door can win.”
Anna Russell, Head of Marketing, People’s Postcode Lottery: “Big Spring Win builds on the platform audiences already recognise and love, while evolving how we show up across media. From celebrity-led continuity to TikTok’s Million Event Takeover, we’re making sure the April draws are culturally present wherever our audience is. Crucially, it’s also a moment to remind audiences that playing helps generate vital long-term funding for charities and good causes.”
Dave Singleton, Group Director of Media, Postcode Lottery Group: “We’ve retained the scale and integration that underpin our biggest moments, while introducing deeper contextual placement and social amplification. The balance is deliberate — consistency builds recognition, but innovation keeps the format working hard in the run-up to the March 31 deadline.”
Supporting activity spans cinema, out-of-home, radio, direct mail and digital, alongside a partnership with Goalhanger Podcasts’ The Rest Is series. Since launch, Postcode Lottery players have raised over £1.5 billion for charitable causes, reinforcing purpose at the heart of every campaign.
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