People's Postcode Lottery Returns with "Big Spring Win" and TikTok Millions Event Takeover

Feb. 27, 2026

This Sunday, People's Postcode Lottery launches its Big Spring Win campaign, fronted by its celebrity team and promoting a £25.7 million prize pot in their April draws. Alongside the chance to win, the campaign reinforces the wider impact of participation, with players contributing to charitable projects across Britain and beyond.

Created in-house and directed by Vince Peone through The Gate+, the hero 60-second TV spot sees Davina McCall, Emma Willis, Mike Wedderburn and Fred Sirieix back on Britain’s doorsteps asking the question: "Is your door in the draw?"

The work continues to centre on real people and real locations, from city apartment blocks to rural cottages - reinforcing the message that any postcode can win, whether you own or rent. In one scene, Sirieix is comically chased from a working farm by a charging bull, a reminder that the team can arrive at any door, anywhere, and that entries close at midnight on 31 March.

This spring sees a new evolution in format. Alongside contextual ad reads on Sky Sports by Mike Wedderburn, the celebrity talent will also appear directly within broadcaster continuity segments across ITV and Channel 4, creating more seamless integration between the core creative and channel executions.

TikTok Postcode Millions event takeover

New to the spring media plan is a TikTok activation designed to capture the live energy of prize day. During the April’s draws Postcode Millions event, influencers will accompany the Postcode Lottery team on selected door knocks, filming real-time winner reactions as big cheques are presented.

The Postcode Millions event takeover extends the life of the campaign into April and deepens its impact in social-first environments, amplifying authentic winner moments and reaching new audiences beyond linear channels. The draws not only enhance winners’ lives, the campaign also serves as a reminder that players are helping to generate long-term funding for charities.

Cinema, OOH, radio, direct mail and digital activity support the AV rollout, alongside the brand’s partnership with Goalhanger Podcasts’ The Rest Is series. Media planning and buying was handled by the7stars in partnership with the Postcode Lottery’s in-house investment team. Since launch, Postcode Lottery players have collectively raised more than £1.5 billion for charities, making purpose central to every campaign burst.

Mark Harrison, Head of Creative at People’s Postcode Lottery, said:

“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 at People’s Postcode Lottery, said:

"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 for the Postcode Lottery Group, said:

"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."