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AHDB Consumer marketing campaigns & key consumer messages at consumer point of purchase.

Agriculture and Horticulture Development Board

This public procurement record has 2 releases in its history.

Award

21 Jan 2026 at 11:13

UK6 - Contract Award Notice
Award

20 Jan 2026 at 10:46

UK5 - Transparency Notice
Summary of the contracting process

The procurement process led by the Agriculture and Horticulture Development Board (AHDB) focuses on promoting consumer marketing campaigns and key consumer messages at points of purchase. This initiative, set in Coventry, involves industry-wide involvement with a specific focus on services, particularly direct marketing services, for 2026–2027. The procurement stage has reached completion with contract awards active from 1st April 2026 to 31st March 2027. The procurement utilised a direct award method, involving major partners like ASDA, Tesco, and other leading UK retailers to effectively disseminate AHDB's key campaigns such as "Lets Eat Balanced" and "Love Lamb Week" across nationwide distribution points.

This tender presents multiple opportunities for businesses in the direct marketing industry, particularly those that specialise in point-of-purchase promotions, digital ads, and in-store marketing. Large-scale retailers and suppliers stand to grow their business by leveraging these campaigns to boost visibility and consumer engagement at retail locations throughout the UK. The emphasis on collaboration with major supermarkets indicates a strategic market alignment for large companies seeking extensive reach and partnerships in consumer marketing to enhance brand recognition and sales effectiveness.

How relevant is this notice?

Notice Information

Notice Title

AHDB Consumer marketing campaigns & key consumer messages at consumer point of purchase.

Notice Description

To promote AHDB Consumer marketing campaigns & key consumer messages at consumer point of purchase. Key campaigns throughout the year include Lets Eat Balanced, Love Lamb week, Love Pork campaigns, Great British Beef Week & positive health messaging activity. Historically and for 2026- 2027 areas that AHDB will be purchasing include: Recipe static and tear off leaflets, aisle fins and flags & other in fixture promotion, Digital promotion mechanics (banners, featured product space, digital ads), retailer magazine advertorials, On pack stickers. This activity links the wider consumer marketing campaign(s) to point of purchase, increasing recognition and likelihood to purchase

Procurement Information

There is no opportunity to seek competitive quotes as retailers manage this process with their chosen suppliers or in house teams. We have chosen to support larger food retailers to increase visibility for our campaigns. The STA covered 9 contracts.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-0609a0
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/005180-2026
Current Stage
Award
All Stages
Award

Procurement Classification

Notice Type
UK6 - Contract Award Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Direct
Procurement Method Details
Direct award
Tender Suitability
Not specified
Awardee Scale
Large

Common Procurement Vocabulary (CPV)

CPV Divisions

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

CPV Codes

79342100 - Direct marketing services

Notice Value(s)

Tender Value
Not specified
Lots Value
Not specified
Awards Value
£78,703 Under £100K
Contracts Value
Not specified

Notice Dates

Publication Date
21 Jan 20267 months ago
Submission Deadline
Not specified
Future Notice Date
Not specified
Award Date
20 Jan 20267 months ago
Contract Period
1 Apr 2026 - 31 Mar 2027 6-12 months
Recurrence
Not specified

Notice Status

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

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
Agriculture and Horticulture Development Board
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
Postcode Area
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
9
Supplier Names

ALDI Supermarket

ASDA STORES LIMITED

CO-OP WHOLESALE LIMITED

Lidl

Marks and Spencer

Morrisons Groceries

Sainsburys Supermarkets

Tesco

Waitrose Limited

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

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