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Top 5 Campaign in Retail · October 2026
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Top 5 Campaign
Retail · October 2026

Local Retail Champions: £10bn for Good Causes

PR Campaign
Tuesday 13th October, 2026

Allwyn UK marked the £10 billion raised for National Lottery Good Causes by independent retailers with its Local Retail Champions campaign. It sent athletes and well-known faces to surprise three shopkeepers, then took them to meet local projects supported by Lottery funding—turning a record-breaking figure into stories about the people and communities behind it.

Why it worked: A hard milestone (£10bn) plus localised leaderboards and celebrity beneficiaries turned abstract impact into verifiable, human, place-based news.

The lesson: Consider pairing a big, credible number with hyper-local rankings and a beneficiary surprise visit to create ready-made regional angles.

Allwyn UK The National Lottery
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