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2026-821 Social for Campaign Media Buying

Agriculture and Horticulture Development Board

This public procurement record has 1 release in its history.

Tender

10 Aug 2026 at 09:28

UK4 - Tender Notice
Summary of the contracting process

The Agriculture and Horticulture Development Board (AHDB) is procuring paid social media planning and buying services for its Beef & Lamb, Pork and Dairy sectors. The appointed agency will develop, deliver, implement and optimise social campaigns, supporting AHDB’s wider always-on marketing programme and coordinating activity around campaign bursts and key periods. It will work alongside AHDB’s existing social media agency, which creates campaign content and manages paid advertising outside campaign bursts. The service covers consumer food and drink marketing, audience insight, data-led planning, platform-specialist buying, campaign performance improvement, reporting and behavioural-change activity. Campaign delivery is across the United Kingdom, using platforms including Meta, TikTok, Pinterest and future social channels.

The procurement has reached tender: AHDB invited offers through an open procedure, with electronic submissions through its eSourcing portal. The enquiry deadline was 9 September 2026 at noon, and the tender submission deadline is 16 September 2026 at noon. Evaluation is weighted 70% technical quality, 20% price and 10% social value. Economic and technical selection requirements are set out in the tender documents. The contract is expected to run from 1 April 2027 to 31 March 2029, with three one-year extension options, giving a maximum end date of 31 March 2032. Its estimated value is £5 million excluding VAT and £6 million including VAT. The award decision is due by 9 November 2026.

This opportunity suits an experienced social media planning and buying agency, including small and medium-sized enterprises. Strong candidates will have a proven record of planning and buying large-scale paid social campaigns, preferably for food and drink brands or organisations. The requirement particularly suits agencies experienced in reaching health-conscious and family audiences and managing campaigns across Meta, TikTok, Pinterest and emerging social platforms. Suppliers need platform-specialist expertise, audience insight and data-driven planning, alongside the analytical capability to measure awareness, reach, engagement, behavioural change, campaign performance and return on investment. The successful agency will need to collaborate effectively with AHDB and its existing creative and social media partner, produce clear reporting and generate actionable insight.

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Notice Information

Notice Title

2026-821 Social for Campaign Media Buying

Notice Description

AHDB is seeking an experienced social media planning and buying agency to develop, deliver, implement and optimise paid social campaigns across its Beef & Lamb, Pork and Dairy sectors. Campaign activity will support and integrate with AHDB's broader always on marketing programme, ensuring a coordinated and impactful approach across campaign bursts and key periods. They will work alongside the current social media agency who develop the creative content for campaigns and manage paid advertising outside of campaign bursts. The successful agency will act as a partner to AHDB, working collaboratively to maximise the campaign performance, audience engagement and return on investment. The agency will bring proven expertise in delivering high-performing consumer food and drink campaigns, leveraging audience insight, data-driven planning and platform-specialist knowledge to achieve both awareness, reach and behavioural change objectives, while delivering measurable business outcomes. The successful agency should demonstrate: * Strong experience planning and buying large-scale paid social campaigns. * Experience within food or drink * Strong understanding of health-conscious and family audiences. * Expertise across Meta, TikTok, Pinterest and future social platforms. * A proven track record of delivering measurable improvements in campaign performance and return on investment * Excellent analytical capability, reporting and insight generation. This opportunity closes at NOON on the 16th September 2026. Please use link https://defra-family.force.com/s/Welcome to access this opportunity. Initial contract start date is 1st April 2027 Budget is approx.. PS6 million over 5 years (VAT inclusive), roughly PS1.2 million per annum, but this will vary on requirements by AHDB. Initial contract is for 2 years with 1+1+1 options to extend.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-06dfaf
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/075543-2026
Current Stage
Tender
All Stages
Tender

Procurement Classification

Notice Type
UK4 - Tender Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Open
Procurement Method Details
Open procedure
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
£5,000,000 £1M-£10M
Lots Value
£5,000,000 £1M-£10M
Awards Value
Not specified
Contracts Value
Not specified

Notice Dates

Publication Date
10 Aug 20261 months ago
Submission Deadline
16 Sep 2026Expired
Future Notice Date
Not specified
Award Date
Not specified
Contract Period
1 Apr 2027 - 31 Mar 2029 2-3 years
Recurrence
Not specified

Notice Status

Tender Status
Active
Lots Status
Active
Awards Status
Not Specified
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 4SU
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

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

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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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