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The marketing awards for brands and agencies of all shapes and sizes where, uniquely, the work that works, is the work that wins.

It’s time to announce the next winner of The Chutes awards which goes to…

Kelloggs for ‘See You in the Morning'.

Congratulations. And now, for an acceptance speech that’s a bit more acceptable, here’s Leo Moore from Kelloggs and Amelia Redding from Leo Burnett to explain exactly how they created the work that worked.

The objective

Kellogg’s set out to breathe new life back into not just it’s brand but the cereal category at large, bringing back one of its most recognisable brand assets—Corn Flakes’ iconic rooster. While the character had been a staple of the brand’s identity for decades, it had faded into the background in recent years. With a market increasingly saturated with trendy new breakfast options and high-energy marketing campaigns, Kellogg’s needed to remind consumers why their classic cereal still had a place at the table. The goal was clear: revitalise the brand by making the rooster the star once again, but in a way that felt fresh, exciting, and relevant to today’s audiences. Rather than relying purely on nostalgia, Kellogg’s took a bold, modern approach. By tapping into dynamic storytelling, music, and high-energy visuals, they aimed to create an ad that would not only stand out in the category but also reignite an emotional connection with consumers.

The result

Kellogg’s didn’t just bring the rooster back—they gave him show-stopping comeback.

System1’s Test Your Ad platform recorded highly positive reactions, with the ad scoring well above industry benchmarks for emotional engagement. The playful and dynamic execution resonated particularly well with families and younger viewers, proving that even a long-established brand can adapt and stay culturally relevant. By balancing strong brand recognition with a fresh creative approach, Kellogg’s reinforced its position in the market while setting a precedent for how classic brands can evolve without losing their identity. The success of the campaign also highlights the power of brand characters—a strategy that continues to drive long-term growth across multiple categories.

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