A big idea can sometimes have its genesis in an old idea, as Cadbury's discovered when seeking a campaign for Milk Tray chocolates.
Their iconic ads from the 60s had the nation on the edge of its seats and the search is now on to find a new Milk Tray Man.
Trailed across multi-media platforms, their search has grabbed the headlines and inspired thousands of wannabes to apply.
Sometimes it pays to look back instead of forward!
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