The brief up for grabs spans corporate, crisis, trade and consumer PR, and comes as McCain broadens its range into products such as micro-muffins and micro-doughnuts.
Marketing director Sue Jefferson, one of various board members who will decide which agency to appoint, said in a statement: 'Given the likely change of PR direction we envisage and the different nature of the requirements, we will be embarking on a pitch.'
The winning agency will work alongside ad agency TBWA\London, whose ad featuring Valerie Singleton to mark the 25th anniversary of McCain oven chips grabbed headlines last year.
Red CEO Mike Morgan told PRWeek: 'Campaigns have reached a natural conclusion.
McCain can now reassess how PR can contribute to its wider brand objectives going forward.'
Red was hired by McCain in 2001 (PRWeek, 5 October 2001). McCain expects to finalise an agency shortlist within a fortnight.