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. Our new hero lands in true #NewMilkTrayMan style… https://t.co/mAz9ZA9ToN — Cadbury UK (@CadburyUK) February 3, 2016 McBride takes over from James Coombes, the previous Milk Tray Man. He will bring […]
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.
Our new hero lands in true #NewMilkTrayMan style… https://t.co/mAz9ZA9ToN
— Cadbury UK (@CadburyUK) February 3, 2016
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.”
