Cadbury has selected its next Milk Tray man, whittling down its new brand ambassador from a shortlist of over 20,000 entrants.
Fireman Patrick McBride, 39, was chosen for his history in modelling and TV, in addition to his 14-year stint with the Cheshire Fire and Rescue Service.
The national search, which was first publicised in November 2015 with a bootcamp video starring Joey Essex, Spencer Matthews and Denise Lewis and more, now ending with the selection of the Liverpudlian.
Harkening back to the 1968 original ad which ran with the ‘All because the lady loves Milk Tray’, McBride will now don the black polo neck top.
On his selection, he said: “I decided to put my full fire kit on and asked if anyone minded a fireman's lift, and presented a box of Milk Tray.
"My wife's so happy for me. She's made up. I think it will sink in when the billboards are up and the ads are on TV. I think she'll be pleased she's married to the Milk Tray Man."
An OOH campaign from Fallon London, and a TV ad later in the year, will show ther extreme lengths the milk tray man will go to to deliver chocolate.
Hortense Foult Rothenburger, a senior brand manager at Mondelez International, said: "We chose Patrick from a long list of applicants because we truly believe he has the qualities of the new Milk Tray Man – someone that is thoughtful as well as adventurous.
"Over the past few weeks we’ve got to know Patrick really well and are certain he is the right person to carry on the legacy and establish Cadbury Milk Tray as the perfect thoughtful gift."