Award

2025-760 Strategic PR partner services requirement for AHDB

AHDB

This public procurement record has 1 release in its history.

Award

09 Feb 2026 at 08:44

Award Notice
Summary of the contracting process

The procurement process undertaken by AHDB aimed to secure a strategic PR partner services requirement through a mini-competition in the West Midlands, United Kingdom. The tender, titled "2025-760 Strategic PR partner services requirement for AHDB," falls under the industry category of public relations services (CPV: 79416000) and utilised a selective procurement method via a call-off from a dynamic purchasing system. The contract runs from 1st April 2026 to 31st March 2030, with possibilities for annual extensions up to three years. The main objective is to enhance the Let's Eat Balanced campaign and strengthen storytelling for British food and farming. AHDB selected Fight or Flight Limited as the supplier, with the award valued at £400,000, published on 9th February 2026. Key dates include the end of the tender period on 13th October 2025.

This tender presents significant opportunities for small and medium enterprises engaged in public relations services. Businesses with expertise in strategic communication, storytelling, and campaign amplification could benefit from participating in such procurements. The strategic focus on consumer engagement and promoting British food aligns well with firms possessing innovative marketing solutions and a robust understanding of agricultural industry dynamics. Engaging in this contract could bolster a company's portfolio, provide stability through a multi-year agreement, and enhance its reputation in government procurement circles.

Find more tenders on our Open Data Platform.
How relevant is this notice?

D3 Tenders Premium

Win More Public Sector Contracts

AI-powered tender discovery, pipeline management, and market intelligence — everything you need to grow your public sector business.

Start Free Trial Book a Demo
All Features Pricing

Notice Information

Notice Title

2025-760 Strategic PR partner services requirement for AHDB

Notice Description

A mini competition was released to shortlisted suppliers against framework RM6124 which falls under PCR15 and therefore using old notices. AHDB wanted to procure a Contract to a successful Supplier for the provision of a PR agency to deliver service. The successful supplier will be required to deliver PR services as well as ensuring value for money for levy payers is provided. Objective Our aim to add balance to the food debate and ultimately to reassure, inform and engage consumers-especially those who feel conflicted about their choices-not by going on the defensive but by confidently delivering science-backed storytelling that builds term trust and protects purchase intent. Strategy Our strategy will be built on a smart, high-impact PR programme that both compliments and amplifies the Let's Eat Balanced campaign and carves out a bolder, more visible voice for British food and the British farming community. The contract runs from 1st April 2026 until 31st March 2027 with 1+1+1 options to extend.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050
Publication Source
Contracts Finder
Latest Notice
https://www.contractsfinder.service.gov.uk/Notice/5d87ab75-a7c5-44a2-a7c0-62b171dcf7fa
Current Stage
Award
All Stages
Award

Procurement Classification

Notice Type
Award Notice
Procurement Type
Dynamic
Procurement Category
Services
Procurement Method
Selective
Procurement Method Details
Call-off from a dynamic purchasing system
Tender Suitability
SME
Awardee Scale
SME

Common Procurement Vocabulary (CPV)

CPV Divisions

79 - Business services: law, marketing, consulting, recruitment, printing and security

CPV Codes

79416000 - Public relations services

Notice Value(s)

Tender Value
£500,000 £500K-£1M
Lots Value
Not specified
Awards Value
£400,000 £100K-£500K
Contracts Value
Not specified

Notice Dates

Publication Date
9 Feb 20262 weeks ago
Submission Deadline
13 Oct 2025Expired
Future Notice Date
Not specified
Award Date
1 Dec 20252 months ago
Contract Period
31 Mar 2026 - 31 Mar 2030 4-5 years
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Not Specified
Awards Status
Active
Contracts Status
Not Specified

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
AHDB
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
COVENTRY
Postcode
CV3 4PE
Post Town
Coventry
Country
England
Major Region (ITL 1)
TLG West Midlands (England)
Basic Region (ITL 2)
TLG1 Herefordshire, Worcestershire and Warwickshire
Small Region (ITL 3)
TLG13 Warwickshire CC
Delivery Location
TLG West Midlands (England)
Local Authority
Warwick
Electoral Ward
Cubbington & Leek Wootton
Westminster Constituency
Kenilworth and Southam

Supplier Information

Number of Suppliers
1
Supplier Name

FIGHT OR FLIGHT

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

View full OCDS Record for this contracting process

Download

The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts. 

{
    "tag": [
        "compiled"
    ],
    "id": "ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050-2026-02-09T08:44:13Z",
    "date": "2026-02-09T08:44:13Z",
    "ocid": "ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050",
    "language": "en",
    "initiationType": "tender",
    "tender": {
        "id": "CF-0604500D8d000003VQwdEAG",
        "title": "2025-760 Strategic PR partner services requirement for AHDB",
        "description": "A mini competition was released to shortlisted suppliers against framework RM6124 which falls under PCR15 and therefore using old notices. AHDB wanted to procure a Contract to a successful Supplier for the provision of a PR agency to deliver service. The successful supplier will be required to deliver PR services as well as ensuring value for money for levy payers is provided. Objective Our aim to add balance to the food debate and ultimately to reassure, inform and engage consumers-especially those who feel conflicted about their choices-not by going on the defensive but by confidently delivering science-backed storytelling that builds term trust and protects purchase intent. Strategy Our strategy will be built on a smart, high-impact PR programme that both compliments and amplifies the Let's Eat Balanced campaign and carves out a bolder, more visible voice for British food and the British farming community. The contract runs from 1st April 2026 until 31st March 2027 with 1+1+1 options to extend.",
        "status": "complete",
        "classification": {
            "scheme": "CPV",
            "id": "79416000",
            "description": "Public relations services"
        },
        "items": [
            {
                "id": "1",
                "deliveryAddresses": [
                    {
                        "postalCode": "CV3 4PE"
                    },
                    {
                        "region": "West Midlands",
                        "countryName": "United Kingdom"
                    }
                ]
            }
        ],
        "minValue": {
            "amount": 100000,
            "currency": "GBP"
        },
        "value": {
            "amount": 500000,
            "currency": "GBP"
        },
        "procurementMethod": "selective",
        "procurementMethodDetails": "Call-off from a dynamic purchasing system",
        "tenderPeriod": {
            "endDate": "2025-10-13T12:00:00+01:00"
        },
        "contractPeriod": {
            "startDate": "2026-04-01T00:00:00+01:00",
            "endDate": "2030-03-31T23:59:59+01:00"
        },
        "suitability": {
            "sme": true,
            "vcse": false
        },
        "mainProcurementCategory": "services"
    },
    "parties": [
        {
            "id": "GB-CFS-281925",
            "name": "AHDB",
            "identifier": {
                "legalName": "AHDB"
            },
            "address": {
                "streetAddress": "Middlemarch Business Park, Siskin Parkway East",
                "locality": "Coventry",
                "postalCode": "CV3 4PE",
                "countryName": "GB"
            },
            "contactPoint": {
                "name": "Sarah Waters",
                "email": "procurement@ahdb.org.uk"
            },
            "roles": [
                "buyer"
            ]
        },
        {
            "id": "GB-CFS-330895",
            "name": "Fight or Flight Limited",
            "identifier": {
                "legalName": "Fight or Flight Limited"
            },
            "address": {
                "streetAddress": "2- 4 Ash Lane, Rushington, BN16 3BZ"
            },
            "details": {
                "scale": "sme"
            },
            "roles": [
                "supplier"
            ]
        }
    ],
    "buyer": {
        "id": "GB-CFS-281925",
        "name": "AHDB"
    },
    "awards": [
        {
            "id": "ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050-1",
            "status": "active",
            "date": "2025-12-01T00:00:00Z",
            "datePublished": "2026-02-09T08:44:13Z",
            "value": {
                "amount": 400000,
                "currency": "GBP"
            },
            "suppliers": [
                {
                    "id": "GB-CFS-330895",
                    "name": "Fight or Flight Limited"
                }
            ],
            "contractPeriod": {
                "startDate": "2026-04-01T00:00:00+01:00",
                "endDate": "2030-03-31T23:59:59+01:00"
            },
            "documents": [
                {
                    "id": "1",
                    "documentType": "awardNotice",
                    "description": "Awarded contract notice on Contracts Finder",
                    "url": "https://www.contractsfinder.service.gov.uk/Notice/5d87ab75-a7c5-44a2-a7c0-62b171dcf7fa",
                    "datePublished": "2026-02-09T08:44:13Z",
                    "format": "text/html",
                    "language": "en"
                }
            ]
        }
    ]
}