Readers of a certain age will remember the Milk Tray Man, famed for his penchant for polo necks and entering buildings through windows rather than just opening a door. The news is that he’s back, or rather he will be, once Cadbury’s latest campaign has run its course.
The campaign launches a nationwide search to find the next Milk Tray Man, and kicks off with a new TV ad. Viewers will be treated to the return of actor James Coombes (pictured), who originally played the role of the Milk Tray Man in 1987, calling for the nation’s most thoughtful individuals to step up and apply online at www.newmilktrayman.com for a chance to fill his boots.
Hortense Foult Rothenburger, Senior Brand Manager at Mondelez International said: “Our modern Milk Tray Man will know the importance of being caring and considerate, and how delivering a delicious box of chocolates can bring a smile whenever the occasion. Our search for a modern-day leading character is open to anyone that considers themselves to be thoughtful yet daring, and we can’t wait to find this someone – the next Milk Tray Man.”
The campaign in total will be worth more than £4m and launches tonight (Friday) during ITV’s The Chase. It will also feature for one of the first times during a high-engagement position within the X Factor on 11th October too. The ad will also be available to view online, directing consumers to the website where anyone can apply for the chance to be the new Milk Tray Man.
The return of the man in black is part of a modern day makeover for Milk Tray, which celebrates its 100th birthday this year with newly designed packaging and three new chocolate flavours.
