Cadbury to debut new Milk Tray Man in epic launch ad

The new Cadbury Milk Tray man appears in his first ad for the chocolate brand tomorrow in an epic film to launch a £3m campaign.

Firefighter Patrick McBride, who was awarded the role over 20,000 other applicants, will be featured in the 90-second spot as part of ITV’s Proud to Present series.

Set in the Altai Mountains over the Mongolian Steppes, the film is a set to dramatic reworking of the iconic Milk Tray theme music and finishes with the classic line "And all because the lady loves Cadbury Milk Tray".

The ad, created by Fallon London, was directed by Chris Palmer. The integrated £3m campaign features the full 90-second and shortened 20-second ad, which will run for four weeks.

TV spots will also be supported by a mix of PR, digital and in-store as well as social media, all aimed at driving brand and product reappraisal and awareness. 

Steve Rich, marketing manager at Mondelez 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."

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