The agency will be responsible for raising awareness of McCain's five-year £5 million partnership with UK Athletics.
Pitch will be activating a consumer PR campaign throughout the course of the year, working with McCain athletics brand ambassadors Sally Gunnell, Perri Shakes-Drayton, Steph Twell and Marilyn Okoro.
Pitch will also support McCain's nationwide athletics roadshows, which will be visiting ten UK cities throughout the summer months giving youngsters up and down the country a chance to have a go at athletics.
Pitch was appointed by McCain through a competitive pitch process.
McCain UKA sponsorship management Jayne Sawyer said: ‘McCain's partnership with UKA is incredibly important to us as a brand. To work directly with such a prestigious governing body to support networks and athletes of all levels prior to London 2012 is a really exciting opportunity.'