Milk Tray had disappeared into the darkness. Just like the man himself.

So the hunt was on to find a new one - and we turned the hunt into a social talent show.

The job was to get the nation involved. Asking for entries, building the story as applications came in, showing the selection process and making the reveal feel like a national moment. Men and women from all over dialing up the charm and throwing everything into it.

When Patrick McBride was chosen we filmed his first delivery across the Thames to a mystery front door. Patrick went on to appear in TV ads and sit on morning show sofas across the country.

All because the nation still loved Milk Tray. (Apart from the Apple crunch one)

/ 20,000 applications
/ 40% sales uplift in launch month
/ 11.8% overall sales increase since campaign launch