---
title: "Food Campaign Creative"
ocid: "ocds-h6vhtk-05f6f0"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-05f6f0"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-05f6f0.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-05f6f0.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "LONDON WASTE AND RECYCLING BOARD OPERATING AS RELONDON"
published: "2026-03-24"
---

# Food Campaign Creative

Buyer: LONDON WASTE AND RECYCLING BOARD OPERATING AS RELONDON  
Current stage: Award  
OCID: ocds-h6vhtk-05f6f0

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## Summary

The London Waste and Recycling Board, operating as ReLondon, is managing a public contract for the creative development of a pan-London food campaign titled "Food Campaign Creative." This initiative aims to promote food waste prevention and recycling across London, targeting individuals aged 21-44 and parents with children under 11. The procurement method employed is an open, competitive flexible procedure with a contract duration from 13 March 2026 to 31 December 2026. The planning phase begins immediately following the appointment, with a campaign launch scheduled for June 2026. The budget for the campaign is £60,000 including VAT. The industry category relevant to this tender includes advertising, marketing, and miscellaneous business-related services.

This tender presents significant business growth opportunities for creative agencies and firms specialising in advertising, social research, and feasibility studies. Ideal candidates include SMEs with a strong track record in behavioural change campaigns and public engagement, particularly those with experience in sustainable initiatives and diverse communications strategies. Successful participants will have the chance to collaborate on a high-impact campaign that leverages London-specific insights to affect real-world changes in consumer behaviour. The project encourages innovation and collaboration with various stakeholders, making it a suitable venture for businesses capable of delivering adaptable, co-creative strategies tailored to the complexities of London's diverse population and food cultures.

## Notice

The brief Design and deliver the creative and production for a high impact, engaging and focussed pan-London food campaign to shape food waste prevention and recycling. The campaign needs to increase motivation, knowledge and make clear how easy recycling and preventing food waste is for 21-44 year olds and parents with children under 11 years old at home (see audience segments in creative strategy). The campaign should be centred on emotion, identity and shared values to tap into why people should care, not just how to do it, at a time when there is an opportunity to start a new normal and establish new habits. The campaign should motivate individuals to reduce their household food waste and, where waste cannot be prevented, recycle it correctly - with the focus of the messaging for year one being on food waste recycling. The campaign should use inspiring messages and visuals, and practical advice to build on the success of the Eat like a Londoner campaign; as well as build on learnings from TRiFOCAL's 'Small Change, Big Difference' campaign and the more recent EU-funded 'Food Wave' project. There is an existing campaign brand identity with the Eat like a Londoner campaign which can be adapted for this new campaign. The campaign would need to be renamed to focus on something less related to eating, but the brand colours, tone of voice guidelines and overall identity can continue to be used (along with website and social channels). An example of a new campaign name is included in the creative strategy, but we are open to hearing alternative names if you think there is a better one which we should consider. Please include testing of a new campaign name in your response. This motivational campaign should play a critical part in motivating residents to recycle unavoidable food waste and adopt new bin routines at home, with clear, relevant messaging tied to upcoming changes. While the 'Love Food Hate Waste' campaign managed by WRAP (Waste & Resources Action Programme) offers broad, national-level resources that are educational, a London campaign should be grounded in London-specific research, including ReLondon's 'London's food footprint' report, the insights that underpinned Eat like a Londoner, and borough-level data on waste behaviours, emissions, and barriers, available in the creative strategy. It should recognise the diversity of the city and different housing types (including flats and flats above shops), tailored to a fast-moving food economy, as well as representing the scale and mix of London's food cultures. This is incredibly important to land the messaging with the target audience, as there is evidence to show that people want to see themselves reflected in the marketing they receive. Campaign requirements The campaign is to be delivered over a one-year period, starting in January 2026. The planning phase will start immediately on appointment with a full briefing on progress to date. Our goal is a June 2026 campaign launch. More detailed timings can be found in the creative strategy. While the campaign may create a wide range of assets on both main topics (food waste prevention and food waste recycling) over the year, some boroughs and waste disposal authorities may choose to focus more on one set of messaging, so the campaign must work and be adaptable on several levels, including potentially: * Regional - awareness-raising activity across the capital, including outer as well as inner London boroughs; * Sub-regional - awareness-raising and engagement activity across clusters of boroughs (waste authorities); * Localised - targeted activity tailored to residents of one or more London boroughs. Channels/media The campaign will launch in June 2026 and media bursts will continue for the duration of the one-year campaign, at which point the campaign assets will need to be handed over to the London boroughs in a toolkit so they can continue the campaign for subsequent years. We would like to hear recommendations on channel mix, but they are likely to include: * Out-of-home advertising - depending on budgets and media availability, including TFL network (buses, tube, etc), plus owned or price-capped media channels via boroughs (e.g. JCDecaux sites, libraries, community spaces, leisure centres, etc) * Digital advertising - via social media channels (Instagram and Facebook) and influencers. Additional digital channels (e.g. programmatic) may be explored if relevant and recommended in the media plan * Audio - such as local radio and podcasts, if recommended in the media plan We are also keen to explore brand partnerships with likeminded individuals, influencers and organisations to help land and scale the messaging. Recommendations for this should be included in the proposal. Owned channels include a website and organic social media channels which are updated several times a week. The website would be updated to include a section dedicated to food waste recycling. It's important that this campaign builds trust with citizens in order to encourage them to reduce and recycle household food waste, so all campaign imagery should reflect the reality of different resources and housing (especially flats and smaller spaces), diets, food cultures and traditions that people have in the capital. Food should reflect diets including (but not limited to) meat-based, vegetarian, plant-based and flexitarian diets. Campaign KPIs and evaluation While the ultimate goal of the campaign is to change people's behaviours at home, it is primarily an awareness-raising campaign to motivate Londoners to take an interest in and use their food waste recycling service. The policy goal is to move food out of the rubbish bin, into the food waste recycling. A baseline of current food waste recycling tonnage in each borough can be provided. Evaluation will take place at the end of year one and will therefore focus on whether people have seen, engaged with and taken an action against the messaging. KPIs will likely include: * Engagement - how many people have engaged with our ads * Awareness - how many people recall seeing our ads * Consideration - has this impacted claimed behaviour 4. Objectives The objective of the campaign is to: * Get: Younger Londoners, aged 21-44 and those with children under 11 years old at home (the highest food wasters) * To: Reduce household food waste and recycle what they can't eat * By: Connecting with them emotionally and using normative messaging to engage, motivate and empower them to reduce their "food footprint" (the carbon impact of their household food consumption) This objective will be achieved by fulfilling the following sub-objectives: * Build on Londoner's belief that wasting food is morally wrong and increase awareness of the relationship between food and climate (for citizens already engaged in the topic of sustainability) * Increase motivation to reduce household food waste and recycle food that can't be eaten using behavioural nudges * Build understanding of how to reduce both household costs and impact on the climate through changed food behaviours at home * Drive traffic from the London-wide campaign (on the 'why') through to borough-level service comms (on the 'how') Deliverables Please provide a written proposal responding to the brief to show how you would achieve the objectives outlined above. Please do not be constrained by our methodology - if you feel there are better ways of achieving our objectives, we would like to see those ideas. Your response should be no more than 8 x slides or A4 sides and should include: * Your suggested approach to the campaign (please note, no worked up creatives are required at this stage) * A cost breakdown showing hours and deliverables (inc;. VAT) * A project timeline showing how you will meet the deadlines outlined below * The team being put forward for the project, detailing their experience to be able to deliver the work (this can be an appendix over and above the 8 pages) * Any relevant case studies showing previous work on translating behavioural insights into an effective communications and/or behavuiour change campaign (these can also be an appendix) The following specific deliverables should be included in your quote: a. Attendance at an in-person inception meeting, including a briefing workshop to discuss and agree the detailed requirements of the project; b. Regular virtual and/or in-person update meetings with the ReLondon campaign lead and working group; c. All planning and delivery of activity outlined above; d. A timeline with key dates leading to the launch date(s) agreed in liaison with the campaign lead, media agency and working group; e. All content artworked and ready to hand over to the media agency for both digital and out-of-home advertising, and all artwork to ReLondon as editable files; f. Presentations to the project board, including Q&A, of (a) draft creatives and (b) final creatives and plan (slide decks to be provided to the project team afterwards); g. Attendance at project board meetings at other key moments as identified and agreed with the campaign lead. Budget The budget allocation for this activity is PS60,000 incl. VAT. Please note, this budget includes a small allocation to update the existing website (new branding assets, URL, etc). Suggestion circa PS5,000.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/026795-2026 |
| Notice type | UK7 - Contract Details Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Open |
| Procurement method details | Competitive flexible procedure |
| Tender suitability | SME, VCSE |
| Awardee scale | SME |
| All stages | Tender, Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 24 Mar 2026 |
| Submission deadline | 23 Jan 2026 |
| Future notice date | Not specified |
| Award date | 18 Feb 2026 |
| Contract period | 13 Mar 2026 - 31 Dec 2026 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £60,000 |
| Lots value | £60,000 |
| Awards value | £50,000 |
| Contracts value | £48,000 |

## Status

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

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | LONDON WASTE AND RECYCLING BOARD OPERATING AS RELONDON |
| Locality | LONDON |
| Post town | South East London |
| Postcode | SE1 7PB |
| Country | England |
| ITL 1 | TLI London |
| ITL 2 | TLI4 Inner London - East |
| ITL 3 | TLI45 Lambeth |
| Local authority | Lambeth |
| Electoral ward | Waterloo & South Bank |
| Westminster constituency | Vauxhall and Camberwell Green |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | BARLEY COMMUNICATIONS |

## CPV Codes

### Divisions

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

### Codes

- 79311000 - Survey services
- 79314000 - Feasibility study
- 79315000 - Social research services
- 79341000 - Advertising services
- 79342000 - Marketing services
- 79900000 - Miscellaneous business and business-related services

## Release History

- 24 Mar 2026 at 13:01 - Award - UK7 - Contract Details Notice - https://www.find-tender.service.gov.uk/Notice/026795-2026
- 18 Feb 2026 at 12:13 - Award - UK6 - Contract Award Notice - https://www.find-tender.service.gov.uk/Notice/014711-2026
- 29 Dec 2025 at 15:18 - TenderUpdate - UK4 - Tender Notice - https://www.find-tender.service.gov.uk/Notice/086338-2025
- 19 Dec 2025 at 14:34 - TenderUpdate - UK4 - Tender Notice - https://www.find-tender.service.gov.uk/Notice/084973-2025
- 16 Dec 2025 at 15:15 - Tender - UK4 - Tender Notice - https://www.find-tender.service.gov.uk/Notice/083465-2025

## Documents

- https://www.find-tender.service.gov.uk/Notice/026795-2026
  24th March 2026 - Contract details notice on Find a Tender
- https://www.find-tender.service.gov.uk/Notice/014711-2026
  18th February 2026 - Contract award notice on Find a Tender
- https://www.find-tender.service.gov.uk/Notice/086338-2025
  29th December 2025 - Tender notice on Find a Tender
- https://www.find-tender.service.gov.uk/Notice/084973-2025
  19th December 2025 - Tender notice on Find a Tender
- https://www.find-tender.service.gov.uk/Notice/083465-2025
  16th December 2025 - Tender notice on Find a Tender
- https://www.find-tender.service.gov.uk/Notice/Attachment/A-9277
- https://www.find-tender.service.gov.uk/Notice/Attachment/A-9439
- https://www.find-tender.service.gov.uk/Notice/Attachment/A-9642
  Appendix - food campaign tender insights

## Notice URLs

- https://barleycommunications.co.uk/
- https://relondon.gov.uk/
- https://relondon.gov.uk/about-us/jobs-and-tenders
- https://relondon.gov.uk/about-us/jobs-and-tendersForanyquestionsrelatingtothebriefpleaseemaildrew.hughes@relondon.gov.ukandkatie.moriyama@relondon.gov.ukby4pmon09thJanuary2025.Pleasesubmityourresponsestotenders@relondon.gov.ukby5pmon23rdJanuary2026.Forbothquestionsandbids,pleaseusethereference"ReLondontender2025/26-02".
- https://www.legislation.gov.uk/ukpga/2023/54/contents

## Provenance

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