PRWeek understands that Headland was hired following a competitive pitch involving eight agencies.
News of Headland’s appointment coincides with the retailer’s acquisition of 298 stores from The Co-Op Group for £117m, although Headland said the timing of the deal and the agency’s appointment was coincidental.
McColl's CEO Jonathan Miller said: "We want our communications to go up a gear, in a way that’s aligned with our growth ambitions and with our wider corporate reputation objectives. Headland stood out in the process and was the clear partner to support us in our transformation journey in neighbourhood convenience."
Lucy Legh, director at Headland, said: "Working with McColl’s is the perfect brief for Headland’s broader advisory offer."
Founded in 1973, McColl's floated on the London Stock Exchange in 2014 and operates 1,367 stores under the McColl’s, Martin’s and RS McColl brands.