Goalhanger x People’s Postcode Lottery: Making the “Biggest Ever” a Multi-Platform Mo
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The UK network behind the chart-topping “The Rest Is…” podcasts - has partnered with People’s Postcode Lottery to support the launch of its biggest ever December draw: a record-breaking £38.2 million prize pot. The brief was clear: drive awareness and sign-ups ahead of the 30 November deadline, while spotlighting both the scale of the prize and PPL’s charitable impact, with 30% of every ticket going to good causes and players having raised over £1.5 billion to date.
To bring the campaign to life, Goalhanger built on PPL’s simple but powerful creative idea: “the biggest ever.” The campaign then ran across the network - from entertainment and sport to history and politics - giving audiences a culturally relevant reason to engage with the Lottery.
For the first time, The Rest Is Entertainment and The Rest Is Football delivered full-episode takeovers built around the “biggest ever” theme. On The Rest Is Entertainment, hosts Richard Osman and Marina Hyde explored the greatest comebacks in film, TV and music - taking viewers from Hollywood classics to modern-day musical resurgences. Meanwhile on The Rest Is Football, Gary Lineker, Alan Shearer and Micah Richards debated the biggest-ever goal, ultimately landing on Diego Maradona’s mazy run against England in 1986, citing both its quality and the context of a World Cup quarter-final.
The campaign extended beyond the tentpole episodes to Goalhanger’s other flagship podcasts. On The Rest Is History, Tom Holland and Dominic Sandbrook explored what they consider the biggest ever turning point in world history, while on The Rest Is Politics, Alastair Campbell and Rory Stewart examined the biggest ever human achievements in politics and society. These tailored segments allowed the “biggest ever” theme to land naturally across the network without feeling forced.
Goalhanger didn’t just run this as an audio campaign. The message was pushed out across YouTube and social - TikTok, Instagram, Facebook and X - where audiences were invited to get involved, sharing and debating their own “biggest ever” moments through comments and polls. By running one clear creative idea across multiple shows and formats, Goalhanger turned it into a network-wide moment that felt culturally alive, properly authentic and commercially effective - delivering stand-out impact for PPL while reinforcing its mission: bringing communities together and supporting charities through the biggest draw in its history.
This campaign marks the start of a longer-term relationship between Goalhanger and PPL, showing how brands can tap into the reach and communities of podcasts to deliver meaningful messages. With 87% of Goalhanger listeners taking action after hearing an ad and podcasts consistently ranking as the most trusted medium - this approach is now outpacing traditional TV and radio as the channel where audiences are most engaged.
Dave Singleton, Head of Media at People’s Postcode Lottery said: “This is our most ambitious and integrated campaign yet, combining big cultural moments across TV, cinema, and audio. From broadcaster takeovers to our first partnership with Goalhanger’s The Rest Is podcasts, we’re showing up in joyful, unexpected places to make sure everyone knows there’s still time to get their door in the draw.”
Josh Akers, Head of Commercial Operations at Goalhanger, added: “This is our our biggest ever month-long partnership and we’re delighted to be able to work with the brilliant teams at People’s Postcode Lottery and The7Stars to activate a series of episode takeovers, custom segments, platform-agnostic social activations, newsletter integrations and host reads across our four biggest Goalhanger shows. We’re incredibly lucky to work with some of the UK’s leading talent and our cross-platform activation across ‘The Rest Is..’ stable has enabled People’s Postcode Lottery to tap into the unrivalled connection between our hosts and highly-engaged audiences.”
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