---
title: "Petfished - Partnership Marketing"
ocid: "ocds-b5fd17-4fecb550-78a1-4a24-98a4-8b92631c1d63"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-b5fd17-4fecb550-78a1-4a24-98a4-8b92631c1d63"
markdown_url: "https://d3tenders.com/contract/ocds-b5fd17-4fecb550-78a1-4a24-98a4-8b92631c1d63.md"
json_url: "https://d3tenders.com/contract/ocds-b5fd17-4fecb550-78a1-4a24-98a4-8b92631c1d63.json"
source: "Contracts Finder"
current_stage: "Award"
buyer: "DEFRA NETWORK ETENDERING PORTAL"
published: "2020-09-08"
---

# Petfished - Partnership Marketing

Buyer: DEFRA NETWORK ETENDERING PORTAL  
Current stage: Award  
OCID: ocds-b5fd17-4fecb550-78a1-4a24-98a4-8b92631c1d63

[View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-b5fd17-4fecb550-78a1-4a24-98a4-8b92631c1d63)  
[Download OCDS JSON](https://d3tenders.com/contract/ocds-b5fd17-4fecb550-78a1-4a24-98a4-8b92631c1d63.json)

## Summary

The procurement process involves the Defra Network eTendering Portal, which has recently completed a tender titled "Petfished - Partnership Marketing." This initiative falls under the public relations services industry, aiming to raise awareness about responsible pet sourcing in England following the introduction of Lucy's Law. The procurement method used was selective, and the contract was awarded on 23 June 2020, with a total value of £24,916.70. The contract period spans from 18 June 2020 to 31 March 2021, covering various locations including the United Kingdom and British Overseas Territories.

This tender presents significant opportunities for businesses focused on public relations and marketing services, particularly those specializing in animal welfare campaigns. Small and Medium-sized Enterprises (SMEs) and voluntary, community, and social enterprises (VCSEs) are encouraged to participate, as the procurement process is designed to support a diverse range of suppliers. Companies that can demonstrate innovative strategies for promoting responsible pet ownership and addressing issues linked to unscrupulous sellers will be well-positioned to win contracts in this area.

## Notice

In August 2018 Defra consulted on a proposal to introduce a ban on third party sales of puppies and kittens in England. This followed a high-profile campaign known as 'Lucy Law' which brought attention to the poor welfare conditions associated with pet shops and dealers and the so-called puppy farms that supply them. Lucy's Law came into force on 6 April 2020. It means anyone wanting to get a new puppy or kitten in England must now buy direct from a breeder or with one of the nation's reputable rehoming centres. Licensed dog breeders are required to show puppies interacting with their mothers in their place of birth. If a business sells puppies or kittens without a licence, they could receive an unlimited fine or be sent to prison for up to six months. On 2 March 2020, ahead of Lucy's Law coming into force, we launched a campaign called Petfished. The term 'Petfished' is a play on 'Catfishing', where a stranger creates a fictional online persona to lure someone in. The campaign raises awareness of unscrupulous sellers so that prospective pet-buyers can buy a cat or dog safely, from a trustworthy source. Urging people to question 'Who's the person behind the pet?' The campaign aims to: - Educate our audiences about the risks of buying from an unscrupulous seller - Disrupt the purchasing journey and encourage people to not only research the breed of dog they want but equally to research the seller - Challenge perceptions that low welfare breeders are easy to spot. Policy objective: To reduce the demand for puppies and kittens, cats and dogs sold by third parties and supplied by low-welfare and/or illegal breeders. Communications objectives: The campaign encourages the responsible sourcing of puppies/kittens/cats/dogs by getting buyers/adopters to research the seller before they visit Additional information: Please note that Defra procurement uses an E-tendering system for Procurement activities. This is currently provided by Bravo Solutions. To access appropriate tendering and contractual documents, please access the E-Tendering portal at https://defra.bravosolution.co.uk", ensuring that your registration includes "Defra". If you have any problems with this system, please contact Bravo on their telephone helpline number 0800 368 4850 or by emailing them at help@bravosolution.co.uk.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Contracts Finder |
| Latest notice | https://www.contractsfinder.service.gov.uk/Notice/0cf470b9-5288-4d90-b26a-e878f9625ef2 |
| Notice type | Award Notice |
| Procurement type | Framework |
| Procurement category | Services |
| Procurement method | Selective |
| Procurement method details | Call-off from a framework agreement |
| Tender suitability | SME, VCSE |
| Awardee scale | Large |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 8 Sep 2020 |
| Submission deadline | 28 Feb 2020 |
| Future notice date | Not specified |
| Award date | 22 Jun 2020 |
| Contract period | 17 Jun 2020 - 31 Mar 2021 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £24,916 |
| Lots value | Not specified |
| Awards value | £24,916 |
| 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 | DEFRA NETWORK ETENDERING PORTAL |
| Locality | LONDON |
| Post town | South West London |
| Postcode | SW1P 3JR |
| Country | England |
| ITL 1 | TLI London |
| ITL 2 | TLI3 Inner London - West |
| ITL 3 | TLI35 Westminster and City of London |
| Local authority | Westminster |
| Electoral ward | St James's |
| Westminster constituency | Cities of London and Westminster |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | 23RED |

## CPV Codes

### Divisions

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

### Codes

- 79416000 - Public relations services

## Release History

- 8 Sep 2020 at 10:34 - Award - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/0cf470b9-5288-4d90-b26a-e878f9625ef2

## Documents

- https://www.contractsfinder.service.gov.uk/Notice/0cf470b9-5288-4d90-b26a-e878f9625ef2
  8th September 2020 - Awarded contract notice on Contracts Finder
- https://www.contractsfinder.service.gov.uk/Notice/Attachment/370d9548-aa1d-4b85-b45a-9f56656bdbce
  n/a

## Notice URLs

- https://defra.bravosolution.co.uk

## 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-b5fd17-4fecb550-78a1-4a24-98a4-8b92631c1d63. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-b5fd17-4fecb550-78a1-4a24-98a4-8b92631c1d63.json.