MOVE over Alan Shearer and Robson Green - there's a new pin-up in town and there's more than enough of him to go around.

Hundreds of billboard posters are going up across the region to promote Will Gordon's bid to become Britain's first Pie Idol.

He said: "I can't believe I am through to the grand final, it is like a dream come true.

"I just hope the local folk get behind me and get voting. It would be great to bring the title home to the North-East."

Mr Gordon, 41, of Windy Nook, Gateshead, was crowned North-East champion in the Fray Bentos Real Bloke Challenge earlier this year.

One glitzy photoshoot later and he is preparing his bid for the national title.

The father-of-two shows off his physique - he is 6ft, weighs just over 16 stone, with a 38in waist - in a tongue-in-cheek Baywatch-style lifeguard pose.

The posters go up next Monday, backed by a radio advertising campaign.

He said: "It is going to be really weird seeing my face all over the place and hearing myself on the radio every day. I am quietly confident."

He said he was on a strict training regime that involved eating plenty of pies and making several trips to the pub each week.

Fray Bentos launched the contest in February to find a new face for its tinned pie range.

In a Pop Idol-style contest, each regional finalist will have a text number attached to his billboard advert. The one with the most votes will become the ultimate Real Bloke, and will win a family holiday to Florida.

Voting opens on Sunday. Voters can call 0845 4561099, or text "Vote Will" to 83080.