Liverpool firefighter rescue lifts his way into role as Cadbury's modern Milk Tray man

A firefighter has seen off more than 20,000 hopefuls to clinch the role of Cadbury’s modern Milk Tray man by impressing judges with a line in thoughtful banter while performing a rescue lift.

Patrick McBride, a 39-year-old husband and father from Liverpool, was so determined to win the role that he donned his full firefighting kit for the London audition and swung a bystander into a fireman’s lift.

Mr McBride, who has combined modelling and television ad work with a 14-year career with the Cheshire Fire and Rescue Service, ticked all the boxes for confectionery giant Cadbury, which launched the search last year for a new recruit to don the iconic black polo neck.

As times have changed since the original ad aired in 1968, the successful applicant had to be able to show a caring and sensitive side to the enigmatic figure who undertakes daring escapades to deliver a box of Milk Tray chocolates to the woman he loves.

Mr McBride said: “At the castings I had to talk about myself and what I do in the fire service. 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.”

The secrecy surrounding the announcement means he has only been able to anticipate the response from his fire service colleagues, saying: “You can’t get away with very much in a fire station.

“I’d expect some playful banter... maybe the odd poster up. Maybe they’ll come to work wearing black polo necks.”