It all began in October 2015, when Cadbury announced they would be bringing the Milk Tray Man back to our screens, after a 13 year absence. Not just this, but they were recruiting a new hero for the campaign.
After a lengthy audition process, the brand managed to whittle it down from twenty thousand applicants to just one Milk Tray Man!
Across the country 20,000 men and women applied, 35 made it to the final casting day and 7 made it to the final screen test. Eventually,the brand selected their new hero, Patrick McBride.
Kode Media was approached by Fallon London and Cadbury to create a series of content which would be used during the reveal of the #NewMilkTrayMan this month. The content was shot across two days in Liverpool and Kent, and directed by Miika Vaso.
The two videos played an integral part in the wide PR push, playing in the media and across the brand’s social platforms, and YouTube channel, with over 2million views on their Facebook page alone.