PR activity was previously done in-house but the company sought agency help for the new publicity drive.
Ross Stanley, head of trade marketing at Big Bear, said: "We looked at a number of agencies last year, in preparation for this year's programme, but chose MCG after working with it on a corporate communications project, where it demonstrated clear knowledge of our sector and outstanding client service."
The programme will focus on Fox’s Glacier Mints as well as XXX Mints, Paynes Poppets and Just Brazils. It will also support the launch of new products, including a new children’s confectionery range set to be released this year.
Matt Baker, sales and marketing director for Big Bear, said: "Our well-known names will be supplemented by major product launches and we’re looking forward to working with MCG to ensure the trade understands the level of our commitment to the confectionery industry and benefits from our investment."
MCG, which has offices in London and Leeds, has a range of clients across food and drink, fashion and beauty, retail and homes and interiors among others, including Weight Watchers and Greencore Group.