Serious Tissues has been awarded £1m in airtime with Sky.

The eco toilet paper brand was up against Ecosia, Homethings, Royal Mail, and WUKA in the finals. Each of the finalists won £250,000 and Serious Tissues won an additional £750,000 in advertising support.

The initiative challenges brands to make ‘sustainable attainable’ in their advertising campaigns. The winners were selected based on their commitment to a carbon-zero future.

Serious Tissues produces 100 per cent recycled toilet roll from post-consumer-use recycled paper in the UK. Their winning ad was chosen because of it’s ‘category changing product’. They were also praised for the ‘compelling’ way in which their mission was presented.

The brilliant @SeriousTissues have only gone and won the GRAND PRIX at the 2022 Sky Zero Footprint Fund Initiative! 🌳🧻

So proud to have created the winning film, which was described by judges as a “compelling way” to show their mission. Have a watch:https://t.co/ubi2zBH3iv pic.twitter.com/pdPCcN4RSM

— Wonderhood Studios (@WonderhoodHQ) December 8, 2022

‘Game-changing’

Co-founder of Serious Tissues, Chris Baker commented: “Winning this prize is absolutely game-changing for us. It’s tough starting a business, going up against huge players. So many brands are looking to disrupt and would benefit from the power of TV to reach mass audiences. We are so grateful to have been given this opportunity by Sky to access TV advertising in such an early stage of our business, something we never thought was possible.”

Chris’s Co-founder Martin McAllister said, “We want to congratulate all of the finalists for not only their brilliant ads but also their efforts towards a sustainable future. It has been an absolute blast getting to know everyone through the process and are already excited about making the most of the prize.”

Sarah Jones, Director of Planning at Sky Media, commented: “We’re thrilled that we were able to bring back the Sky Zero Footprint Fund for a second year. This takes our total investment to £4 million of advertising value that’s helping drive sustainable behaviour change. All five of our winners will play a key role in encouraging the nation to make changes to help the planet, using the power of TV. I want to issue a huge congratulations to Serious Tissues for winning the £1 million Grand Prix, against a group of outstanding pitches.”