Cadbury’s searches for new Milk Tray man

Cadbury’s is running a new ad campaign to find a new Milk Tray man as part of a campaign to mark the 100th anniversary of the iconic chocolate selection box.

London based creative agency Gravity Road has been appointed by global food and beverage conglomerate Mondelēz International to produce, develop and deliver their creative content strategy for some of its brands in the UK.

The campaign expands on the creative dropped earlier this year featuring original Milk Tray Man, James Coombes.

As part of the campaign, the Mondelez-owned chocolate brand is running a spoof ‘boot camp’ series on social media, featuring Joey Essex, Made in Chelsea’s Spencer Matthews, athlete Denise Lewis and Shaun Williamson (Also known as Barryu from Eastenders).

View the YouTube video ad below:

Hortense Foult-Rothenburger, senior brand manager at Cadbury owner Mondelēz, said of the campaign: “The hunt for the iconic Milk Tray Man has really captured people’s imagination. While a sense of adventure is still key to the character, times have changed, and today’s Milk Tray Man is thoughtful and goes the extra mile to put a smile on our face. News from Boot Camp is despite some heroic and not so heroic performances, we haven’t yet found our man, or woman but entries are still open.”

Gravity Road founding partner, Mark Boyd, added: “This is a very social film for social media, that we hope talent and audiences will want to share. This film follows celebrities we know and love as they compete in vain to become the new face of Milk Tray. It is designed to stop people in their tracks as they’re scrolling through social feeds which are already crammed full of more ‘stuff’.”

The ad will be supported by social media activity, including Twitter.