Patrick McBride was selected from more than 20,000 prospective Milk Tray men.
Cadbury will debut a new TV advertisement for its Milk Tray brand tomorrow, bringing its iconic Milk Tray man back after a 13-year hiatus.
The advert features the new ‘Milk Tray man’ – firefighter Patrick McBride, who was awarded the role above 20,000 other hopefuls. It is set in the Altai mountains over the Mongolian Steppes and directed by Chris Palmer. The film features stunning views, a golden eagle hunter, flying sequences, a horde of Mongolian tribesmen and stampeding yak and culminates with the hero character delivering a box of Milk Tray to an exotic yurt, Cadbury said.
The creative is set to a dramatic reworking of the Milk Tray theme music and finishes with the line ‘and all because the lady loves Cadbury Milk Tray’.
The move represents the revival of Cadbury’s Milk Tray adverts, featuring a James Bond-style hero, which were well-known during the 1970s, ’80s and ’90s.
The Milk Tray man was last seen on television screens in 2003.
Steve Rich, marketing manager for Mondelēz International, said: “We’re really excited to be bringing our new Milk Tray man, Patrick McBride, onto screens nationwide for the first time with this new ad. He is the perfect example of the modern Milk Tray man with his caring, daring and thoughtful personality. We look forward to seeing how audiences receive his debut performance and the campaign as a whole.”
The integrated campaign features the full 90-second and shortened 20-second ad, which will run for four weeks as part of a £3 million total campaign investment. TV advertising will also be supported by a mix of PR, digital and in-store as well as social media activity – all aimed at driving brand and product reappraisal and awareness.
In addition, selected media and consumers will be given a first look at the brand new advert at an immersive event held in a top-secret central London location, Cadbury said. Guests at the event will be challenged to help Patrick on his mission and take part in a number of different training courses, showing how there’s a Milk Tray man in everyone.
Patrick McBride, the new Milk Tray man, added: “I loved the whole experience of creating the advert, from hearing about the initial ideas to going to Mongolia and filming the ad itself. And as always I got to eat some of my favourite delicious Cadbury Milk Tray – another perk of the job!”
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