Allwyn unveils relaunch campaign for revamped two-round UK Lotto

The operator describes the new format as the biggest change in the history of the UK National Lottery.

UK.- Allwyn, the operator of the UK National Lottery, has unveiled a new summer marketing campaign to launch its revamped Lotto product. Developed by creative agency VCCP and supported by Studio 59, Allwyn’s in-house creative and content studio, with media strategy and buying by Hearts & Science, the campaign runs with the slogan ‘One ticket, Two chances to win’. 

The campaign promotes the game’s new two-round format, aiming to highlight that it improves players’ chances of winning a prize from 1-in-9.3 to 1-in-4.9, which Allwyn says is expected to more than double the number of Lotto millionaires each year, from around 140 to 345.

The Czech operator, which took over the National Lottery in February 2024 after winning the Gambling Commission’s tender, said the new structure marks the biggest change to the flagship UK National Lottery game since its launch in 1994. “the campaign is designed to drive widespread awareness of new Lotto and spark conversation nationwide, speaking to loyal Lotto players as well as attracting a new generation of players through culturally relevant activations,” the company said.

The multi-channel campaign will span TV, radio, social, retail and digital. The TV ad was directed by Dave Meyers through Radical Media in collaboration with Girl&Bear. It features two friends relaxing at home when one decides to play on the National Lottery app. One friend says “it could be you” twice, while the other replies, “good luck, good luck then” to highlight the new two-round format.

There will also be a nationwide out-of-home presence, with 1,088 panels planned across the UK, including a large-scale mural installation in Aldgate and an eight-day crane installation. A real-world consumer activation, ‘Two Yolks: Lotto’s Luckiest Café’ will involve a London brunch pop-up at Old Queen Street Café in Westminster.

There will also be collaborations with podcasts, including Staying Relevant with Sam Thompson and Pete Wicks, The Girls Bathroom, and The Jack & Ash Show. Alongside Snapchat and TikTok, the campaign will, for the first time, see Allwyn partner with Twitch with a bespoke livestream activation. 

Steve Parkinson, Marketing and Brand Director at Allwyn, said: “With new Lotto, we wanted to bring to life the simple but powerful idea behind the new format — that players have two chances to win from a single ticket, without changing how they play. This campaign is about making that benefit instantly understandable, while celebrating the everyday moments when people come together to play. 

“We’ve taken this idea to scale through bold, standout executions — from attention-grabbing installations like our unmissable mural, to partnership firsts like our tie-up with Twitch — helping us quite literally paint the town red and ensure the message cuts through. The ad for TV and VOD is designed to bring this to life in a playful way, using an everyday moment between two friends. We then wanted to take that same idea into the real world with ‘The Two Yolks’ pop-up café, bringing the ‘two chances to win’ concept to life through food, prizes, and merchandise. With this extensive campaign, we believe we’ve created something people can genuinely enjoy and talk about.”

‍Meanwhile, Khalid Reede Jones has been named as Chief Executive Officer of Allwyn North America. He served as Executive Director of the Virginia Lottery.