The new Cadbury Milk Tray campaign launched on Saturday, October 8, with an epic film that premiered during the first of the ITV X-Factor live shows.

Featuring new Milk Tray Man, fire fighter Patrick McBride who was awarded the role over 20,000 other hopefuls, the ad was introduced as part of ITV’s Proud to Present series.

Steve Rich, marketing manager at Mondelez International, said: “We’re really excited to bring 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.”

The integrated campaign features the full 90 second and shortened 20 second ad which will run for four weeks as part of a £3m total campaign investment.

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

Mondelez International is offering retailers the chance to win a visit from Cadbury Milk Tray Man to help at a community event in their store or helping out in the local community. To enter and for terms and conditions, retailers should go to