Cadbury's has released a second push to highlight its search for a new Milk Tray Man via a video starring celebrities Joey Essex, Made in Chelsea's Spencer Matthews and athlete Denise Lewis.
The spoof 'Boot Camp' video shows the famous faces, which also includes Thom Evans and Robbie Savage, being put through their paces as they try to prove they have what it takes to become the new face of Cadbury's Milk Tray. It's Gravity Road's first ad for the chocolate brand since it was hired by Mondelez to help it create a more rounded content strategy.
Hortense Foult-Rothenburger, senior brand manager at Cadbury owner Mondelēz, said of the campaign: “The hunt for the iconic Milk Tray Man has really captured people’s imagination. While a sense of adventure is still key to the character, times have changed, and today’s Milk Tray Man is thoughtful and goes the extra mile to put a smile on our face. News from Boot Camp is despite some heroic and not so heroic performances, we haven’t yet found our man, or woman but entries are still open.”
The search for a new Milk Tray man launched at the start of October as part of a campaign to mark the 100th anniversary of the choclate selection box. Speaking to The Drum at launch Tony Bilsborough, head of external communications at Mondelez, said the campaign has two objectives: to remind consumers of what a “powerful and famous brand” Milk Tray is but also to try shift its perception from a last minute present to a thoughtful gift.
Gravity Road founding partner, Mark Boyd, added: “This is a very social film for social media, that we hope talent and audiences will want to share. This film follows celebrities we know and love as they compete in vain to become the new face of Milk Tray. It is designed to stop people in their tracks as they’re scrolling through social feeds which are already crammed full of more ‘stuff’.”