Award

2024-732 Social Media services USA, Canada & Mexico covering (beef, lamb & pork)

AHDB

This public procurement record has 1 release in its history.

Award

27 May 2025 at 20:19

Award Notice
Summary of the contracting process

The Agriculture and Horticulture Development Board (AHDB) has completed a procurement process to secure a supplier for their social media services across the USA, Canada, and Mexico focusing on beef, lamb, and pork. The contract, valued at £367,500, was awarded to Llibertat. Covering advertising and marketing services, this opportunity was conducted through an open procedure, with key stages concluding on 11th April 2025 and the contract set to run from 2nd June 2025 to 1st June 2026. The process was highly competitive, seeking expertise in creating and delivering strategic social media content. Interested businesses were required to submit their tenders by 28th February 2025. AHDB, located in Coventry, served as the primary contracting authority overseeing this initiative.

This tender represents a significant opportunity for businesses involved in strategic communication and marketing, particularly those with capabilities in international outreach and content creation aligned with export markets. Such contracts are suitable for small to medium-sized enterprises (SMEs) willing to tailor content to specific regional markets, utilising cultural insights to increase brand awareness in targeted countries. By engaging in this tender, businesses could significantly expand their portfolio and demonstrate their expertise in delivering social media campaigns that adhere to specific brand guidelines and achieve measurable results across diverse markets.

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Notice Information

Notice Title

2024-732 Social Media services USA, Canada & Mexico covering (beef, lamb & pork)

Notice Description

AHDB are planning to find a supplier/agency that will create a strategy, lead on content creation and engage with target audiences via social media in order to understand product requirements and market needs which are crucial in the realm of exports. Listed below are some of the actions/requirements that the supplier/agency will be required to complete throughout the duration of the contract: Strategy & Planning: * Prepare an approach that will make recommendations on the most effective way to fulfil the goals for increasing brand awareness * Provide a detailed content calendar outlining the frequency, type, and timing of social media posts Content Creation: * Create engaging, high quality and relevant content, including but not limited to text, images, videos, and infographics for campaigns * Ensure all content adheres to AHDB brand guidelines and maintains a consistent brand tonality * A point of view on content curation noting that we have staff and farmers creating content * How to best use User-Generated Content (UGC) * Ensure the necessary language skills to communicate effectively with the target audience * Consider using professional translation services to maintain accuracy and cultural sensitivity * Research cultural norms. Be aware of local customs, traditions, and taboos to avoid misunderstandings * Create content that is respectful of diverse cultures and avoids offensive or discriminatory language * Leverage cross-promotion to drive traffic between channels Engage with audience: * Respond promptly to comments and messages on all platforms * Encourage user-generated content through contests or challenges Advertising and promotion: * Develop and execute paid social media campaigns to increase reach, engagement, and sign ups to our Newsletter * Provide regular reports on campaign performance and provide optimisation recommendations Analytics & reporting: * Provide monthly reports outlining key performance metrics, including reach, engagement, conversion rates * Offer insights and recommendations for ongoing improvements The initial contract is for 1 year with 1+1 options to extend Closing date is NOON 28th February 2025 The electronic address at which the Procurement Documents have been made directly available by AHDB by electronic means is https://defra-family.force.com/s/Welcome. This is AHDB's e-Sourcing portal.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-b5fd17-3d9dd3f7-4eac-4835-9776-53f6ac42a904
Publication Source
Contracts Finder
Latest Notice
https://www.contractsfinder.service.gov.uk/Notice/892400fe-5250-4b11-8414-b9c66abe22d5
Current Stage
Award
All Stages
Award

Procurement Classification

Notice Type
Award Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Open
Procurement Method Details
Open procedure (above threshold)
Tender Suitability
SME
Awardee Scale
Not specified

Common Procurement Vocabulary (CPV)

CPV Divisions

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

CPV Codes

79340000 - Advertising and marketing services

Notice Value(s)

Tender Value
£367,500 £100K-£500K
Lots Value
Not specified
Awards Value
£367,500 £100K-£500K
Contracts Value
Not specified

Notice Dates

Publication Date
27 May 20259 months ago
Submission Deadline
28 Feb 2025Expired
Future Notice Date
Not specified
Award Date
10 Apr 202510 months ago
Contract Period
1 Jun 2025 - 1 Jun 2026 6-12 months
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
Not specified
Local Authority
Warwick
Electoral Ward
Cubbington & Leek Wootton
Westminster Constituency
Kenilworth and Southam

Supplier Information

Number of Suppliers
1
Supplier Name

LLIBERTAT

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

View full OCDS Record for this contracting process

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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. 

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