{
"tag": [
"compiled"
],
"id": "ocds-h6vhtk-04d64f-2025-05-28T16:22:34+01:00",
"date": "2025-05-28T16:22:34+01:00",
"ocid": "ocds-h6vhtk-04d64f",
"initiationType": "tender",
"tender": {
"id": "2024-732",
"legalBasis": {
"id": "32014L0024",
"scheme": "CELEX"
},
"title": "Social Media services in the USA, Canada & Mexico covering beef, lamb & pork",
"status": "complete",
"classification": {
"scheme": "CPV",
"id": "79340000",
"description": "Advertising and marketing services"
},
"mainProcurementCategory": "services",
"description": "AHDB intend to procure a Contract to a successful Agency/Supplier for the provision of Social Media requirements covering the USA, Canada & Mexico. The successful supplier will be required to deliver strategy and planning, content creation, engage with audiences, advertising and promotion etc as well as ensuring value for money for levy payers is provided.
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",
"value": {
"amount": 471600,
"currency": "GBP"
},
"lots": [
{
"id": "1",
"description": "AHDB intend to procure a Contract to a successful Agency/Supplier for the provision of Social Media requirements covering the USA, Canada & Mexico. The successful supplier will be required to deliver strategy and planning, content creation, engage with audiences, advertising and promotion etc as well as ensuring value for money for levy payers is provided.
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",
"awardCriteria": {
"criteria": [
{
"name": "Technical",
"type": "quality",
"description": "60"
},
{
"type": "price",
"description": "40"
}
]
},
"value": {
"amount": 393000,
"currency": "GBP"
},
"contractPeriod": {
"startDate": "2025-06-02T00:00:00+01:00",
"endDate": "2028-06-01T23:59:59+01:00"
},
"hasRenewal": false,
"submissionTerms": {
"variantPolicy": "notAllowed"
},
"hasOptions": false,
"status": "cancelled"
}
],
"items": [
{
"id": "1",
"additionalClassifications": [
{
"scheme": "CPV",
"id": "79340000",
"description": "Advertising and marketing services"
}
],
"deliveryAddresses": [
{
"region": "UK"
},
{
"region": "UK"
}
],
"deliveryLocation": {
"description": "UK"
},
"relatedLot": "1"
}
],
"submissionMethod": [
"electronicSubmission",
"written"
],
"submissionMethodDetails": "https://defra-family.force.com/s/Welcome",
"selectionCriteria": {
"criteria": [
{
"type": "suitability",
"description": "As per tender documents",
"appliesTo": [
"supplier"
]
},
{
"type": "economic",
"description": "As per tender documents",
"appliesTo": [
"supplier"
]
},
{
"type": "technical",
"description": "As per tender documents",
"appliesTo": [
"supplier"
]
}
]
},
"procurementMethod": "open",
"procurementMethodDetails": "Open procedure",
"coveredBy": [
"GPA"
],
"tenderPeriod": {
"endDate": "2025-02-28T12:00:00Z"
},
"submissionTerms": {
"languages": [
"en"
],
"bidValidityPeriod": {
"durationInDays": 180
}
},
"awardPeriod": {
"startDate": "2025-02-28T13:00:00Z"
},
"bidOpening": {
"date": "2025-02-28T13:00:00Z",
"address": {
"streetAddress": "AHDB HQ"
},
"description": "Procurement Manager"
},
"hasRecurrence": false
},
"parties": [
{
"id": "GB-FTS-80434",
"name": "AHDB (Defra Network eTendering Portal)",
"identifier": {
"legalName": "AHDB (Defra Network eTendering Portal)"
},
"address": {
"streetAddress": "Middlemarch Business Park",
"locality": "Coventry",
"region": "UK",
"postalCode": "CV3 4SU",
"countryName": "United Kingdom"
},
"contactPoint": {
"name": "Sarah Waters",
"email": "procurement@ahdb.org.uk",
"url": "https://defra-family.force.com/s/Welcome"
},
"roles": [
"buyer",
"reviewBody"
],
"details": {
"url": "https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board",
"buyerProfile": "https://defra-family.force.com/s/Welcome",
"classifications": [
{
"scheme": "TED_CA_TYPE",
"id": "BODY_PUBLIC",
"description": "Body governed by public law"
},
{
"scheme": "COFOG",
"description": "Agriculture"
}
]
},
"additionalContactPoints": [
{
"email": "procurement@ahdb.org.uk"
}
]
},
{
"id": "GB-FTS-99321",
"name": "Defra Network eTendering Portal",
"identifier": {
"legalName": "Defra Network eTendering Portal"
},
"address": {
"streetAddress": "Seacole Building, 2 Marsham Street",
"locality": "London",
"postalCode": "SW1P 4DF",
"countryName": "United Kingdom"
},
"roles": [
"mediationBody"
],
"details": {
"url": "https://www.gov.uk/government/organisations/department-for-environment-food-rural-affairs"
}
},
{
"id": "GB-FTS-139711",
"name": "AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD",
"identifier": {
"legalName": "AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD"
},
"address": {
"streetAddress": "Middlemarch Business Park",
"locality": "Coventry",
"region": "UK",
"postalCode": "CV3 4SU",
"countryName": "United Kingdom"
},
"contactPoint": {
"name": "Sarah Waters",
"email": "procurement@ahdb.org.uk"
},
"roles": [
"buyer",
"reviewBody"
],
"details": {
"url": "https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board",
"buyerProfile": "https://defra-family.force.com/s/Welcome",
"classifications": [
{
"scheme": "TED_CA_TYPE",
"id": "BODY_PUBLIC",
"description": "Body governed by public law"
},
{
"scheme": "COFOG",
"description": "Agriculture"
}
]
},
"additionalContactPoints": [
{
"email": "procurement@ahdb.org.uk"
}
]
},
{
"id": "GB-FTS-149571",
"name": "Llibertat",
"identifier": {
"legalName": "Llibertat",
"id": "06206928"
},
"address": {
"streetAddress": "Llibertat Ltd., 86-90 Paul Street, London",
"locality": "London",
"region": "UK",
"postalCode": "EC2A 4NE",
"countryName": "United Kingdom"
},
"contactPoint": {
"telephone": "+44 2038236077"
},
"roles": [
"supplier"
],
"details": {
"url": "http://www.llibertat.co.uk",
"scale": "sme"
}
}
],
"buyer": {
"id": "GB-FTS-139711",
"name": "AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD"
},
"language": "en",
"awards": [
{
"id": "028238-2025-1",
"relatedLots": [
"1"
],
"status": "active",
"suppliers": [
{
"id": "GB-FTS-149571",
"name": "Llibertat"
}
]
}
],
"contracts": [
{
"id": "028238-2025-1",
"awardID": "028238-2025-1",
"status": "active",
"dateSigned": "2025-04-11T00:00:00+01:00"
}
],
"bids": {
"statistics": [
{
"id": "3",
"measure": "bids",
"relatedLot": "1",
"value": 6
},
{
"id": "4",
"measure": "smeBids",
"relatedLot": "1",
"value": 6
},
{
"id": "5",
"measure": "electronicBids",
"relatedLot": "1",
"value": 6
},
{
"id": "1",
"measure": "lowestValidBidValue",
"relatedLot": "1",
"value": 306250,
"currency": "GBP"
},
{
"id": "2",
"measure": "highestValidBidValue",
"relatedLot": "1",
"value": 393000,
"currency": "GBP"
}
]
}
}