I also know of people who've had quite major changes in direction from their MA to the PhD, so I'd say that if you have a good, strong proposal and a supervisor lined up who supports you then it shouldn't be a problem. You wouldn't be using many of the same research techniques and studying within the same discipline, its not as if you have a humanities background and attempting to transfer to science or social science. Do try to meet with you potential supervisor though and discuss you ideas fully with them and see what they feel.