THE region's contender in the race for the new face of a pie manufacturer is urging people to back him.

Will Gordon, 41, of Windy Nook, Gateshead, won the North-East heat of the Pie Idol contest in March and went on to star in his own billboard campaign, posing as a Baywatch-style lifeguard.

The competition, dubbed the Real Bloke Challenge, aims to find a real man to represent pie maker Fray Bentos.

Like the reality television show Pop Idol, the winner will be the man who gets the most votes.

The contest closes on Tuesday, May 20, and Mr Gordon, a marine engineer, is desperate to be crowned king of the pies and win a trip to Florida.

He said: "I can not believe that people are voting for me.

"And although I am not in the lead at the moment, all that could change in the last week.

"All I can ask is that the good people of the North-East keep phoning in and text voting for me."

To vote for Mr Gordon, call 0845 4561099, or text "vote will" to 83080.