Milk Tray wanted to bring back their most iconic symbol. But rather than cast someone, we launched a nationwide social campaign to find him — before influencer culture existed and before TikTok made this kind of thing easy.

The campaign ran like a talent show, unfolding in stages, with real people filming and submitting auditions. The buzz built as entries came in. When we found him — Patrick McBride, a firefighter from Glasgow — we filmed his first midnight delivery. A real person, a real moment, a brand that felt alive again.