---
title: "To promote AHDB Consumer marketing campaigns & key consumer messages at consumer point of purchase"
ocid: "ocds-b5fd17-6e3d5b79-bbae-4ef2-bada-518299d724b7"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-b5fd17-6e3d5b79-bbae-4ef2-bada-518299d724b7"
markdown_url: "https://d3tenders.com/contract/ocds-b5fd17-6e3d5b79-bbae-4ef2-bada-518299d724b7.md"
json_url: "https://d3tenders.com/contract/ocds-b5fd17-6e3d5b79-bbae-4ef2-bada-518299d724b7.json"
source: "Contracts Finder"
current_stage: "Award"
buyer: "DEPARTMENT FOR ENVIRONMENT FOOD & RURAL AFFAIRS"
published: "2024-02-29"
---

# To promote AHDB Consumer marketing campaigns & key consumer messages at consumer point of purchase

Buyer: DEPARTMENT FOR ENVIRONMENT FOOD & RURAL AFFAIRS  
Current stage: Award  
OCID: ocds-b5fd17-6e3d5b79-bbae-4ef2-bada-518299d724b7

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## Summary

The Department for Environment Food & Rural Affairs has awarded a contract (ID: STA10159) for direct marketing services to promote AHDB consumer marketing campaigns in the United Kingdom. The contract has a total value of £950,000 and was awarded to Tesco, Morrisons, M&S, Sainsbury, Waitrose. The contract period is from April 1, 2024, to March 31, 2025. The tender was initiated under single tender action below the threshold procurement method, with a tender deadline of February 21, 2024.

This procurement process offers opportunities for larger food retailers to engage in direct marketing activities linked to consumer marketing campaigns. Businesses providing digital promotion services, in-store marketing materials, advertising solutions, and consumer engagement strategies would be well-suited to compete. The contract aims to increase consumer recognition and purchase likelihood for AHDB sectors, contributing to the promotion of positive health messaging and the consumption of red meat products.

## Notice

Award contract - campaigns throughout the year include Lets Eat Balanced, Love Lamb week, Love Pork campaigns, Great British Beef Week & positive health messaging activity with Bord Bia, also positive messaging trials and applications for rethinking the red meat aisle/packaging/online. Historically areas that AHDB have been purchased: 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. These exemptions cover activity for all AHDB sectors which engage in this type of activity, so the amount of exemption sought reflects this . This activity links the wider consumer marketing campaign(s) to point of purchase, increasing recognition and likelihood to purchase

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Contracts Finder |
| Latest notice | https://www.contractsfinder.service.gov.uk/Notice/58aeb4a9-b7cb-484f-b475-6a16b798a193 |
| Notice type | Award Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Direct |
| Procurement method details | Single tender action (below threshold) |
| Tender suitability | Not specified |
| Awardee scale | Large |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 29 Feb 2024 |
| Submission deadline | 21 Feb 2024 |
| Future notice date | Not specified |
| Award date | 28 Feb 2024 |
| Contract period | 31 Mar 2024 - 31 Mar 2025 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £950,000 |
| Lots value | Not specified |
| Awards value | £950,000 |
| 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 | DEPARTMENT FOR ENVIRONMENT FOOD & RURAL AFFAIRS |
| 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 | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | TESCO, MORRISONS, M&S, SAINSBURY, WAITROSE |

## CPV Codes

### Divisions

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

### Codes

- 79342100 - Direct marketing services

## Release History

- 29 Feb 2024 at 10:46 - Award - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/58aeb4a9-b7cb-484f-b475-6a16b798a193

## Documents

- https://www.contractsfinder.service.gov.uk/Notice/58aeb4a9-b7cb-484f-b475-6a16b798a193
  29th February 2024 - Awarded contract notice on Contracts Finder

## Provenance

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