Cadbury has picked Patrick McBride, a firefighter from Liverpool, to be its Milk Tray Man, beating off more than 20,000 hopefuls after an online campaign.
McBride takes over from James Coombes, the previous Milk Tray Man. He will bring the iconic figure to the 21st century with a caring and sensitive side, as well as going to extreme lengths to deliver the box of chocolates to women.
Cadbury ran an online campaign to promote its search for a successor to the ad icon, which first appeared on TV screens back in 1967. A YouTube ad featured a number of celebrities competing for the role, with comedic results.
McBride, who has combined modelling and television ad work with a 14-year career with the Cheshire Fire and Rescue Service, ticked all the boxes for confectionery giant Cadbury, which launched the search last year for a new recruit to don the black polo neck.
McBride said: “At the castings I had to talk about myself and what I do in the fire service. I decided to put my full fire kit on and asked if anyone minded a fireman’s lift, and presented a box of Milk Tray.
“My wife’s so happy for me. She’s made up. I think it will sink in when the billboards are up and the ads are on TV. I think she’ll be pleased she’s married to the Milk Tray Man.”
He added: “I’m honoured to have been chosen to take on this iconic role and I can’t wait to show people the next chapter in the Milk Tray Man story.”
There could only be one Milk Tray Man. See what made Patrick McBride the perfect choice…#NewMilkTrayMan https://t.co/y4LeH7Xpz3
— Cadbury UK (@CadburyUK) February 3, 2016
James Coombes, who made his debut as Milk Tray Man in 1987, said: “I couldn’t have picked a better successor myself. He’s incredibly genuine and I’m confident he will make the perfect modern-day hero and one I’m very proud to be handing over my duties to. I wish him all the best of luck in this new role and can’t wait to see him in action.”
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.”
View the Twitter announcement below:
Our new hero lands in true #NewMilkTrayMan style… https://t.co/mAz9ZA9ToN
— Cadbury UK (@CadburyUK) February 3, 2016