The drive will begin in March and will focus on on-pack activity, backed by a major investment in direct marketing.
It is understood the activity will include the distribution of money-off vouchers and on-pack discounts, though Carlson would not disclose details of its plans.
McCain will support the loyalty scheme with direct mail and advertising. Carlson will work closely with McCain's media planning agency, PHD, on the strategy.
Carlson, which was appointed without a pitch, will develop and launch the loyalty scheme, which is intended to build a closer relationship between the frozen-food company and its customers.
McCain's existing agency roster, which it reviewed last September, will be not be affected by Carlson's appointment.
Separately, McCain is planning a cross-media campaign to promote the health credentials of its Oven Chips, using the strapline "Fat or fiction". The work, being created by TBWA\London, will break in the new year.
The campaign follows the £2.5m expansion of the company's Potato Wedges and Southern Fries range in September, which included a direct marketing drive targeting more than 5m households.
The activity included the introduction of limited-edition variants including Aromatic Thai Spice Wedges and Cajun Curly Fries, backed by a campaign using the tagline "Do something different with potato".
McCain spent £9.4m on advertising in the year to June, according to Nielsen Media Research.
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This article was first published on Marketing