Vimto has invested heavily in a wide-ranging programme of marketing support for the brand’s no added sugar variants for 2012, including coupon giveaways and advertising in women’s press.

MCG’s PR support is designed to communicate that Vimto’s no added sugar products offer mums a delicious, every day soft drink for their youngsters. The agency will focus on raising awareness of the brand via trials amongst mums and younger children.

Emma Hunt, marketing manager at Vimto, said: "MCG's experience in the food and drink sector shone through and we're really looking forward to working with the team in Leeds and London to add to our proactive marketing mix for Vimto this year."

The win adds to MCG's portfolio of clients, which includes Greencore's Weight Watchers range of chilled prepared meals, Thai food giant CP Foods, TaxAssist Accountants and mail order fashion brand Damart.