---
title: "2025-760 Strategic PR partner services requirement for AHDB"
ocid: "ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050"
markdown_url: "https://d3tenders.com/contract/ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050.md"
json_url: "https://d3tenders.com/contract/ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050.json"
source: "Contracts Finder"
current_stage: "Award"
buyer: "AHDB"
published: "2026-02-09"
---

# 2025-760 Strategic PR partner services requirement for AHDB

Buyer: AHDB  
Current stage: Award  
OCID: ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050

[View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050)  
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## Summary

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.

## Notice

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.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Contracts Finder |
| Latest notice | https://www.contractsfinder.service.gov.uk/Notice/5d87ab75-a7c5-44a2-a7c0-62b171dcf7fa |
| 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 |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 9 Feb 2026 |
| Submission deadline | 13 Oct 2025 |
| Future notice date | Not specified |
| Award date | 1 Dec 2025 |
| Contract period | 31 Mar 2026 - 31 Mar 2030 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £500,000 |
| Lots value | Not specified |
| Awards value | £400,000 |
| Contracts value | Not specified |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Not specified |
| Awards status | Active |
| Contracts status | Not specified |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | AHDB |
| Locality | COVENTRY |
| Post town | Coventry |
| Postcode | CV3 4PE |
| Country | England |
| ITL 1 | TLG West Midlands (England) |
| ITL 2 | TLG1 Herefordshire, Worcestershire and Warwickshire |
| ITL 3 | TLG13 Warwickshire CC |
| Local authority | Warwick |
| Electoral ward | Cubbington & Leek Wootton |
| Westminster constituency | Kenilworth and Southam |
| Delivery location | TLG West Midlands (England) |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | FIGHT OR FLIGHT |

## CPV Codes

### Divisions

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

### Codes

- 79416000 - Public relations services

## Release History

- 9 Feb 2026 at 08:44 - Award - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/5d87ab75-a7c5-44a2-a7c0-62b171dcf7fa

## Documents

- https://www.contractsfinder.service.gov.uk/Notice/5d87ab75-a7c5-44a2-a7c0-62b171dcf7fa
  9th February 2026 - Awarded contract notice on Contracts Finder

## Provenance

This Markdown file is an alternate public rendering of the D3 Tenders contract record. The canonical page is https://d3tenders.com/contract/?ocid=ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050.json.