Fleishman-Hillard is to split from McCain Foods (GB) after five years, following the client's decision to shift the wide-ranging account to Nexus PR.
McCain has appointed the agency to handle consumer, trade and corporate comms, and direct comms with restaurants and caterers. Nexus was appointed after a four-way pitch that included the incumbent.
The move comes as the frozen food company looks to reassure consumers on the healthiness of its potato products, including promoting the 'It's All Good' ad campaign aimed at emphasising the purity and nutritional value of McCain's products.
The Nexus team is being led by director Jane Baerselman, who reports to McCain marketing director Helen Priestley.
Baerselman said: 'There will be support for the It's All Good campaign. Also, we're looking at putting together programmes supporting a mixture of the individual brands, which are all putting together different briefs.'
McCain Foods is the top-selling retailer in UK's frozen potato market, making £270 M per year.