Allwyn starts 10-week National Lottery Christmas campaign

Allwyn UK, operator of The National Lottery, has unveiled its first brand-led National Lottery Christmas campaign since becoming operator, backed by an integrated programme spanning TV, out-of-home (OOH), cinema, digital, retail and creator partnerships. The campaign, which Allwyn calls its biggest to date, runs for 10 weeks from 7 November through to early January.

Called “This Christmas It Could Be You”, the campaign is built around Christmas as a time to believe, with what Allwyn describes as a little extra belief that the seemingly impossible might be possible. It extends The National Lottery’s “Amazing Things Happen When You Believe” brand campaign.

The National Lottery Christmas campaign ad

The campaign was developed by Allwyn UK’s creative agency of record, VCCP, and supported by Studio 59, Allwyn’s in-house agency team, with media strategy and buying led by Hearts United. It is led by a new TV ad.

Directed by Tim McNaughton, through Arts & Sciences in collaboration with VCCP’s global content creation studio, the wintry festive spot tells the story of a reindeer who dreams of flying after watching a robin take to the skies.

The reindeer perseveres after an early setback and ultimately achieves the seemingly impossible. A nearby rambler who witnesses the moment is inspired by what he has seen and reaches for his National Lottery ticket.

The National Lottery’s Ambassador-in-Chief, Claudia Winkleman, delivers the closing sign-off in the TV advert:

“Amazing Things Happen When You Believe. This Christmas It Could Be You.”

Claudia Winkleman, Ambassador-in-Chief, The National Lottery

Winkleman will also front two new “Because Of You” Good Causes storytelling films made by The Gate, meeting the people behind National Lottery-funded projects across the UK and sharing stories of community, creativity and opportunity. The films show the real-world impact of National Lottery funding and the connection between every ticket played and the projects it helps support.

Throughout Christmas, The National Lottery will run special Lotto and EuroMillions draws, alongside festive Scratchcards in retail and digital Instant Win Games.

Creator partnerships

A partnership with LADbible will tell campaign stories to younger audiences through festive-themed social content. Featuring Rizzle Kicks musician and author Jordan Stephens, the series will explore stories of winners and National Lottery-funded Good Cause projects.

The partnership will be extended through a network of creators who will follow the journey of a National Lottery ticket to discover how it helps Good Causes across the UK. By asking people a simple question, “What do you believe in?”, they will look for stories that show the impact of National Lottery funding.

Retail activity

In retail, the campaign will reach players in more than 40,000 National Lottery outlets through a festive programme of point-of-sale activity, displays and in-store media during the Christmas shopping period. To promote responsible play during the festive season, Allwyn is also rolling out a Christmas “Gift Responsibly” programme across retail and digital channels.

Activity includes a dedicated section on The National Lottery Responsible Play page, retailer communications, updated messaging on in-store digital screens, bespoke responsible gifting creative across social media channels, and the inclusion of the “18+ Gift Responsibly” mark across all gifting-related festive advertising, alongside responsible play messaging within seasonal Scratchcard advertising.

The initiative reinforces the message that National Lottery products can only be bought, gifted, received and played by people aged 18 or over, while providing practical guidance for players and retailers during the Christmas period.

Steve Parkinson, Marketing and Brand Director at Allwyn, said:

“‘This Christmas It Could Be You’ is our biggest-ever campaign to date and the first to bring the entire National Lottery portfolio together under a single Christmas platform. Building on the successful return of the original ‘It Could Be You’ last year, the campaign taps into the magic, optimism and possibility that make Christmas such a special time of year.”

Steve Parkinson, Marketing and Brand Director, Allwyn

“At its heart, The National Lottery is all about belief. It’s that moment when you ask yourself, ‘What if?’ Whether that’s imagining how a win could change your life, or seeing the extraordinary impact National Lottery funding has on communities across the UK.”

Steve Parkinson, Marketing and Brand Director, Allwyn

“Every ticket played goes towards helping generate more than £33m for Good Causes each week, while also creating life-changing winners. This campaign celebrates those moments of possibility and reminds players that, this Christmas, it really could be you.”

Steve Parkinson, Marketing and Brand Director, Allwyn

Industry context

Allwyn Entertainment UK runs The National Lottery under the fourth National Lottery licence, a 10-year term that started in February 2024 and runs until January 2034, according to the Gambling Commission’s licence page. Allwyn took over from Camelot UK Lotteries on 1 February 2024. The regulator says the fourth licence was designed to align returns to Good Causes more closely with the operator’s profits.

Allwyn’s release puts the current Good Causes contribution at more than £33m a week, and two of the campaign’s films are built around funded projects.

The licence award has also been challenged in court. EpicWins reported in October 2025 on Richard Desmond’s £1.3bn damages claim against the Gambling Commission over the competition. At group level, Allwyn reported Q3 2025 revenue growth with lower profitability, which it linked to betting margins.

The campaign runs to early January and includes the special Christmas Lotto and EuroMillions draws, with the “18+ Gift Responsibly” mark on all gifting-related advertising over the same period.