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Creative

Celebs Battle It Out in Milk Tray Man Boot Camp

Gravity Road, 1 year, 11 months ago

Gravity Road marks appointment by Mondelēz International with funny online film featuring Joey Essex, Thom Evans, Denise Lewis and more

Celebs Battle It Out in Milk Tray Man Boot Camp

London based creative agency Gravity Road today announces it has been appointed by global food and beverage conglomerate Mondelēz International to produce, develop and deliver their creative content strategy for some of its brands in the UK.

They mark the appointment with the launch of the Milk Tray Man film. With the hunt on to find a new Milk Tray Man, it features an unlikely cast of candidates being put through their paces, as they try to prove that they have what it takes to take on the coveted role. Well-known faces, playing versions of themselves, battle it out in vain, to represent Milk Tray and become the new face of the brand.

The boot camp tasks demonstrate the unique combination of qualities that need to come together in a modern, thoughtful Milk Tray Man. In a new development, Denise Lewis’ participation hints that the search is open to women as well, as she is joined by other surprising candidates including Joey Essex, Spencer Matthews and Shaun Williamson to compete against other sports personalities like Thom Evans and Robbie Savage.


Hortense Foult-Rothenburger, Senior Brand Manager at Mondelēz, says: “The hunt for the iconic Milk Tray Man has really captured people’s imagination. While a sense of adventure is still key to the Milk Tray Man 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.”

Gravity Road Founding Partner, Mark Boyd, says: “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’.”

This is not the first time Gravity Road has worked with the multinational company; the agency regularly collaborates with well-known personalities to create strong campaigns, and brought James Corden on board to deliver the award-winning lip-sync content for Cadbury Dairy Milk’s 2014 campaign, #freethejoy.

The agency were also brought on board for the launch of Ritz crisps in July 2015, and have further projects in the pipeline for this year.

Gravity Road Founding Partner, Mark Boyd, adds “Being appointed by a company like Mondelēz is an exciting moment in the life of an independent agency. We’re proud of the work we’ve developed for Mondelēz so far, the Cadbury Milk Tray Boot Camp film was great fun.  We are really excited about what’s coming next.”

Kate Wall, Senior Brand Manager at Mondelēz, says “Working with Gravity Road is always refreshing. They approach projects from an entirely different starting point, whether it be creative or distribution. They are a great addition and we look forward to working with them across the Mondelēz portfolio.”

Category: Food , Snacks and confectionary

Genre: Digital , Documentary