Let’s judge advertising the way you’d judge a parachute.
Does it work, or does it hit the ground with a thud?
Does it only float in the agency bubble?
Does it chase gongs instead of change minds?
Does it leave the customer out of the conversation?
Welcome to the industry award the industry doesn’t get to give itself. The Chutes measures the real impact of marketing and advertising on real people in the real world – and hands the prizes to the ideas that work best, wherever they come from.
The Chutes is for agencies and marketers of all shapes and sizes, no matter the brand, the budget or the brief. Our awards have no price tag. If your work does its job in the real world, that's all that matters.
It’s more than awards. It’s a celebration of agency and client partnerships. And a platform for the winners to share their story of the work that worked.
It’s no secret that the people who roll up their sleeves to make the work have longed to see the kind of awards that are judged on impact, not inkling.
So the folks behind The Marketing Meetup, System1, ...Gasp! and Tracksuit decided to make it. Awards that are awarded every month, championing effectiveness above everything else. And a celebration that’s been missing from the marketing world for too long. If you feel the same way, and want to get involved as supporter, sponsor or even partner, we’d love to hear from you.
Hosted on Acast. See acast.com/privacy for more information.
Let’s judge advertising the way you’d judge a parachute.
Does it work, or does it hit the ground with a thud?
Does it only float in the agency bubble?
Does it chase gongs instead of change minds?
Does it leave the customer out of the conversation?
Welcome to the industry award the industry doesn’t get to give itself. The Chutes measures the real impact of marketing and advertising on real people in the real world – and hands the prizes to the ideas that work best, wherever they come from.
The Chutes is for agencies and marketers of all shapes and sizes, no matter the brand, the budget or the brief. Our awards have no price tag. If your work does its job in the real world, that's all that matters.
It’s more than awards. It’s a celebration of agency and client partnerships. And a platform for the winners to share their story of the work that worked.
It’s no secret that the people who roll up their sleeves to make the work have longed to see the kind of awards that are judged on impact, not inkling.
So the folks behind The Marketing Meetup, System1, ...Gasp! and Tracksuit decided to make it. Awards that are awarded every month, championing effectiveness above everything else. And a celebration that’s been missing from the marketing world for too long. If you feel the same way, and want to get involved as supporter, sponsor or even partner, we’d love to hear from you.
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.
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.
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. 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.
One of the most enjoyable and impressive campaigns in recent years. With all the research and results to prove it.
🪂 Today we’re proud to announce the second winner of The Chutes is Ginsters with ‘Taste The Effort’.
[ICYMI, The Chutes uses sales data, System1’s creative testing and Tracksuit’s brand tracking to identify and celebrate ‘work that works’. Aka real audiences and real reactions in the real world.]
Here are a few reasons why this work worked so well:
• Proper Research: This revealed a challenge: many consumers saw Ginsters as a low-quality, emergency snack. This perception needed a major shift to showcase Ginsters’ commitment to quality, care, and craftsmanship. As Ginsters Marketing Director Emma Stowers explains, “Taste and quality is a higher order benefit than where you originate from”.
• Brilliant Briefing Approach: “We took them (agency TBWA\London) down to the farm... because they needed to see for themselves some of the benefits that underpin our great quality” – Emma Stowers
• Perfect Positioning: The positioning hit the nail on the (potato) head. While other British food brands often dive into the farm-to-table narrative to suggest quality, Ginsters did it with a wink.
• Breaking Category Norms: Instead of the conventional farmer interviews, they introduced Merryn – a “farmer” who goes all in on the effort, from scarecrow outfits to onion baby monitors to worm interviews, with a playful passion for her produce. Good authentic Cornish food with a dollop of self-mockery.
• Humour: Brought to life in a brilliantly funny, right-brained way by TBWA\London, Merryn feels refreshingly human, adding personality to Ginsters’ Cornish heritage. It’s no wonder the ad scored an impressive 4.0 Stars on System1's Test Your Ad and nailed a strong Brand Fluency rating.
• Entertainment: The uplifting humour and authenticity are a big emotional win, powering brand recognition, recall & engagement.
• Merryn: As fluent devices go, she’s spectacular. It's hugely entertaining, likeable, and a brilliant asset for Ginsters to use again and again. “She helped us judge our Scarecrow making competition that we had as a team recently." – Emma Stowers
• Results: Within the first 12 weeks, the campaign drove a huge value sales uplift and added over 1.5 million households to the brand, with resounding support from consumers and staff (more results revealed on the podcast).
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 I for a 25 minute masterclass. We hope you enjoy!
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.
It’s time to announce the inaugural winner of The Chutes awards which goes to…
The Woodsman Whisky & Mr President for ‘Well Earned’.
And now, for an acceptance speech that’s a bit more acceptable, we're here with Jaimie Anderson from Whyte & Mackay and Lillie Price from Mr. President to explain exactly how they created the work that worked.
Extra resources:
Hosted on Acast. See acast.com/privacy for more information.
