Cadbury to set new Milk Tray Man off on first delivery challenge

Cadbury has named its new Milk Tray Man as 39-year-old firefighter Patrick McBride, who will deliver a box of his namesake chocolates to a UK resident today (3 February).

A live experience featuring Patrick McBride is planned for today
A live experience featuring Patrick McBride is planned for today

McBride, who saw off 20,000 other applicants for the position, is inviting members of the public to nominate a friend, colleague or loved one who they think deserves to receive his first delivery of Cadbury Milk Tray in London.

Consumers will be able to tweet their nominations through Twitter from 9am to 12pm today, and McBride will make his delivery in a supposedly dramatic fashion just hours later.

Cadbury first launched its search for the new Milk Tray Man back in October. McBride has entered into a talent agreement with the brand that will see him participate in advertising and marketing activities, including personal appearances at events.

He will portray the iconic adventure-loving polo neck wearer with a 21st century 'caring and sensitive' side.

Hortense Foult Rothenburger, senior brand manager at Mondelez International, said: "We chose Patrick from a long list of applicants because we truly believe he has the qualities of the new Milk Tray Man – someone that is thoughtful as well as adventurous. Over the past few weeks we’ve got to know Patrick really well and are certain he is the right person to carry on the legacy and establish Cadbury Milk Tray as the perfect thoughtful gift."

Cadbury has stated that the Search for the new Milk Tray Man campaign is worth more than £4m. Brand experience agency RPM is working on this initiative alongside Golin, Elvis, PHD and Gravity Road to activate across content films, in-store, PR social media, cinema and OOH.

More from Cadbury: Event TV: Inside the Creme Egg Cafe with Cadbury's marketing manager

In pictures: Cadbury creates faux snow flurry in advent surprise

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