MCBD picks up £3.5m Old Speckled Hen creative account

LONDON - Miles Calcraft Briginshaw Duffy has won the £3.5 million creative advertising account for the Greene King-owned ale brand Old Speckled Hen.

Old Speckled Hen…appointed MCBD
Old Speckled Hen…appointed MCBD

The former incumbent, Fallon, was involved in early stage conversations, but did not pitch for the business.

MCBD will now create a series of sponsorship idents for the TV channel Dave that will run across all weekday primetime programmes. It will be the first time Old Speckled Hen has advertised on TV.

The sponsorship idents will run 20 times every weekday evening and will be supported by below-the-line activity.

The campaign, which will run from 18 May through to 2010, will encourage viewers to "seek out something different", and features an inquisitive fox and an elusive hen.

As the fox searches for the hen, he encounters peculiar and unusual British acts, but only a pint of Old Speckled Hen quenches his thirst for something different.

Dave, "the home of witty banter", airs shows including Top Gear, QI, Have I Got News For You, Mock The Week, Never Mind The Buzz-cocks and Argumental.

The brand's most recent ads were by Fallon, which won a repositioning brief in November 2007. The campaign, which launched in February 2008, featured contemporary characters in the style of an 18th century painting.

On sponsoring Dave, Fiona Hope, the marketing director at Greene King Brewing Company, said: "The campaign enables us to target very effectively a broad male audience interested in widening their tastes, perfect for Old Speckled Hen."