Cadbury has launched a search for a new Milk Tray Man, the iconic polo neck-wearing hero from the 1980s, and for the first time, the role could be filled by a woman. The campaign, which returns after a 13-year absence, will see the original actor James Coombes pass the baton to a new star.
The new advert, airing tonight, features Coombes looking over photos of past escapades before calling for 'a new hero to deliver the famous box'. The brand says the modern Milk Tray Man must combine adventure with an understanding that 'gestures of romance, friendship and even kindness can take many forms'.
Mondelez International senior brand manager Hortense Foult Rothenburger stated: 'In the past he was known as a daring action hero, and while a sense of adventure is still key, what we want is someone thoughtful who goes the extra mile.'
Applicants can register at www.newmilktrayman.com. The campaign will retain the original slogan 'And all because the lady loves Milk Tray'.
