London residents were notified on Cadbury’s social media channels that firefighter McBride, the 21st century face of Milk Tray, would be delivering his first box of the chocolates to someone in the city.
Consumers could nominate a friend, colleague or loved one to be the recipient of the inaugural delivery on Twitter from 9am-12pm. Claire Smith was chosen as the lucky recipient.
In a stunt delivered by agency Golin, McBride was sailed down the river Thames in his signature black polo neck to make the delivery. He was then picked up in a car and whisked to Smith’s house to present her with the selection box.
McBride will continue to participate in advertising and marketing activities for Milk Tray, including personal appearances at events.
Cadbury first launched its search for the new Milk Tray Man back in October. Agencies RPM, Elvis, PHD and Gravity Road all join Golin in delivering the multi-channel initiative.
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