Soft drink brand Sunkist, which is marketed in the UK by Vimto, will work with driven on its long-term new product development strategy.

The appointment follows the Cheshire agency's Seriously Mixed Up Fruit campaign for Vimto this year, which included TV and radio ads.

But driven will work with Sunkist in more of a brand planning than advertising role.

Neil Gibson, head of marketing for Vimto Soft Drinks, said: "Sunkist represents a real untapped opportunity for us in terms of brand stretch."