---
title: "Social Media services in the USA, Canada & Mexico covering beef, lamb & pork"
ocid: "ocds-h6vhtk-04d64f"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-04d64f"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-04d64f.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-04d64f.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD"
published: "2025-05-28"
---

# Social Media services in the USA, Canada & Mexico covering beef, lamb & pork

Buyer: AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD  
Current stage: Award  
OCID: ocds-h6vhtk-04d64f

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## Summary

The Agriculture and Horticulture Development Board (AHDB), based in Coventry, UK, has recently completed a procurement process for social media services related to beef, lamb, and pork in the USA, Canada, and Mexico. The procurement, classified under the advertising and marketing services category, followed an open procedure and was awarded to the agency Llibertat. The contract, which was signed on 11 April 2025, requires the provider to deliver services including strategy and planning, content creation, audience engagement, and advertising. The project's key focus is social media, aiming to increase brand awareness and engagement through diverse and culturally sensitive content. The process began with an active tender in January 2025 and moved through the award stage by May 2025. The AHDB's initiative ensures value for money for levy payers and aligns with the organisation's public law mandate.

This tender presents a significant opportunity for agencies specialising in digital marketing and social media services to engage with an expansive market across North America. With the focus on strategic content creation and enhancing audience engagement, businesses adept in creating culturally relevant and engaging content are well-suited for such opportunities. Companies that can offer comprehensive reporting and analytics to drive optimisation and have skills in cross-promotion across multiple channels will find this tender aligned with their strengths. The procurement process highlights AHDB's commitment to open competition and value-driven services, offering a platform for SMEs to competitively bid and expand their offerings in international markets.

## Notice

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

### Lot Information

Lot 1

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

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/028238-2025 |
| Notice type | Tender Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Open |
| Procurement method details | Open procedure |
| Tender suitability | Not specified |
| Awardee scale | SME |
| All stages | Tender, Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 28 May 2025 |
| Submission deadline | 28 Feb 2025 |
| Future notice date | Not specified |
| Award date | 10 Apr 2025 |
| Contract period | 1 Jun 2025 - 1 Jun 2028 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £471,600 |
| Lots value | £393,000 |
| Awards value | Not specified |
| Contracts value | Not specified |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Cancelled |
| Awards status | Active |
| Contracts status | Active |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD |
| Additional buyers | AHDB (DEFRA NETWORK ETENDERING PORTAL) |
| Locality | COVENTRY |
| Post town | Coventry |
| Postcode | CV3 4SU |
| 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 | LLIBERTAT |

## CPV Codes

### Divisions

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

### Codes

- 79340000 - Advertising and marketing services

## Release History

- 28 May 2025 at 15:22 - Award - Award Notice - https://www.find-tender.service.gov.uk/Notice/028238-2025
- 27 Jan 2025 at 08:37 - Tender - Tender Notice - https://www.find-tender.service.gov.uk/Notice/002640-2025

## Notice URLs

- http://www.llibertat.co.uk
- https://defra-family.force.com/s/Welcome
- https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board
- https://www.gov.uk/government/organisations/department-for-environment-food-rural-affairs

## 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-h6vhtk-04d64f. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-04d64f.json.