🪂 Welcome to The Chutes 🪂

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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Welcome to The Chutes, the marketing awards for brands and agencies of all shapes and sizes where, uniquely, the work that works, is the work that wins. I’m [Joe, Giles, other / intro].

And I’m Joe Glover.

We’d like to start by saying a huge thank you to everyone who entered which, because of the way The Chutes works, is absolutely anyone who released an ad into the real world in the last 12 months.

Of course we also need to say a big thank you to the team behind The Chutes - …Gasp!, The Marketing Meetup, System 1 and Tracksuit.

So, with all that thanking done, it’s time to announce the second winner of The Chutes awards which goes to…

Very for ‘Let’s Make it Sparkle on TikTok’.

Congratulations. And now, for an acceptance speech that’s a bit more acceptable, here’s Kat Delaney from Very and Charlotte Skornik from TikTok to explain exactly how they created the work that worked.

Hosted on Acast. See acast.com/privacy for more information.

🪂 Welcome to The Chutes 🪂

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

Today we’re proud to announce the second winner of The Chutes is Ginsters with ‘Taste The Effort’. Congratulations to everyone involved, including the agency partners Truth, Kantar & TBWA.

To hear more about how the work that worked was made, Emma Stower joined Joe Glover and Giles Edwards for a 25 minute masterclass. We hope you enjoy!

The objective

After speaking to consumers and uncovering how Ginsters was perceived, Emma Stowers experienced quite an awakening. Misconceptions about poor quality were creating a barrier for the brand, making it difficult to shift public perception. Ginsters set out to change this, aiming to showcase the quality and craft behind both their brand and their products.

This dedication to care and craftsmanship inspired the creation of Merryn, a devoted Ginsters potato farmer who became the heart of the campaign.

The results

After pre-testing and refining a rough cut storyboard with System1, Ginsters achieved an impressive 4.0 Star Rating for their final cut. By leveraging humour and strong brand codes, they secured high brand recognition and cut through the category noise. Taking a bold and unconventional approach, Ginsters established a unique and distinctive identity to reinforce one simple message: great taste, great quality.

Merryn injects the brand with fun and has become a consistent part of its identity, and thankfully, she is here to stay. Ginsters aim to build a distinctive asset with Merryn, a smart strategy backed by System1’s The Magic of Compound Creativity. Data from the IPA shows that over five years, brand characters grow in effectiveness, increasing by an average +1.0 Star Rating.

But it is not just the brand that is pleased with the campaign’s success. Within the first 12 weeks, the campaign drove a significant uplift in value sales and added over 1.5 million households to the brand. Real consumers even called Ginsters after the ad aired to share how much they loved it, expressing their appreciation for the way it highlighted British farming.

Hosted on Acast. See acast.com/privacy for more information.