The new Milk Tray Man, firefighter Patrick McBride, has made his TV debut with an ad during the first of the prime ITV X-Factor live shows. And what’s more, retailers can win the chance to receive a visit from the man himself to attend a community event in-store or help out in the local community by entering a competition on Cadbury’s Delicious Displays website. To be in with a chance of winning, retailers need to give details of how they would utilise the Cadbury Milk Tray Man’s time (up to three hours). A winner will be chosen after the promotion period ends on 30 November.

The ad was introduced as part of ITV’s Proud to Present series. Set in the Altai Mountains over the Mongolian Steppes and directed by Chris Palmer, the film features stunning views, a golden eagle hunter, thrilling flying sequences, a horde of Mongolian tribesmen and stampeding yak and culminates with our hero delivering the famous Milk Tray box to an exotic yurt in time honoured tradition.

The film is set to a dramatic reworking of the iconic Milk Tray theme music and finishes with the classic line ‘And all because the lady loves Cadbury Milk Tray.’

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 also be supported by a mix of PR, digital and in-store as well as social media, all aimed at driving brand and product reappraisal and awareness. In addition, selected media and consumers will be given a first look at the brand new advert at an immersive event held in a top-secret central London location. Guests at the event will be challenged to help Patrick on his mission and take part in a number of different training courses, showing how there’s a Milk Tray Man in all of us.

Patrick McBride added: “I loved the whole experience of creating the advert, from hearing about the initial ideas to going to Mongolia and filming the ad itself. And as always I got to eat some of my favourite delicious Cadbury Milk Tray – another perk of the job!”

To view the 20-second Cadbury Milk Tray advert, visit