A soft-spoken Tommy Mattinson won the World Gruning Championship for a record 19th time and vowed to “win 30 times”.
Tommy, 52, beat off stiff competition to take the men's crown, while Claire Lister, 37, took the women's title for the eighth time in a row.
Claire's daughter Kendall won the junior category at the annual quirky competition, held in Egremont, Cumbria.
Judges will determine the winner based on the contestant who shows the clearest change between a normal face and a frowning face.
“It's fantastic, I'm very happy to win again. I didn't expect it, I don't always expect it, but we had a tough opponent tonight,” said Tommy, whose father is a former champion.
“When I pull my face back, I'm in my zone, I don't hear the crowd, I don't feel anything.
“I'll be back. I want 30. I think if you're a champion you should come back and defend it. As long as I'm alive and well, I'll be back and cheer you on.”
“People think, 'Why haven't you won enough yet?' but I love winning, I love it.
“I do a lot of TV and meet a lot of stars. I've been on Saturday night TV and kids' TV. I love all of those aspects.”
“I remember when I won my first junior championship. I started Gruning at a young age, trying to emulate my father, who was a world champion.
“My mom says I always had a funny look on my face when I was a kid.”
Dozens of well-wishers took part in the event, which was held as part of the Egremont Club Fair, which also featured wheelbarrow races and a bugle-playing competition.
Participants try to make as grotesque a face as possible while wearing a large horse collar.
Their facial contortions will be scored by a panel of five judges for the “biggest facial change.”
The fair is believed to date back to 1267, when the lord of the manor gifted the townspeople with crab apples.
Local hero Claire Lister, who has won the women's competition eight times in a row, said: “I first started Gruning as a junior and I used to come second and third.”
“As you get older and become a teenager, it gets a little embarrassing, but I entered in 2013 when I was 26 and won my first race.
“I missed 2014 because I had a baby, but since then I've won every tournament in a row.
“During lockdown, we participated in a competition in Japan via Zoom and even appeared on TV, which was really great.”
Speaking about the competition, chairman Calum Scott said: “People from all over the country take part.
“I think it appeals to a lot of people because it's so unique and traditional.
“Our fair is one of the oldest in the world and Gurning is thought to have started in 1267, so it's really an iconic part of the town.”
