--- title: "AHDB Consumer marketing campaigns & key consumer messages at consumer point of purchase." ocid: "ocds-h6vhtk-0609a0" canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-0609a0" markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-0609a0.md" json_url: "https://d3tenders.com/contract/ocds-h6vhtk-0609a0.json" source: "Find A Tender Service" current_stage: "Award" buyer: "AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD" published: "2026-01-21" --- # AHDB Consumer marketing campaigns & key consumer messages at consumer point of purchase. Buyer: AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD Current stage: Award OCID: ocds-h6vhtk-0609a0 [View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-h6vhtk-0609a0) [Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-0609a0.json) ## Summary The procurement process led by the Agriculture and Horticulture Development Board (AHDB) focuses on promoting consumer marketing campaigns and key consumer messages at points of purchase. This initiative, set in Coventry, involves industry-wide involvement with a specific focus on services, particularly direct marketing services, for 2026–2027. The procurement stage has reached completion with contract awards active from 1st April 2026 to 31st March 2027. The procurement utilised a direct award method, involving major partners like ASDA, Tesco, and other leading UK retailers to effectively disseminate AHDB's key campaigns such as "Lets Eat Balanced" and "Love Lamb Week" across nationwide distribution points. This tender presents multiple opportunities for businesses in the direct marketing industry, particularly those that specialise in point-of-purchase promotions, digital ads, and in-store marketing. Large-scale retailers and suppliers stand to grow their business by leveraging these campaigns to boost visibility and consumer engagement at retail locations throughout the UK. The emphasis on collaboration with major supermarkets indicates a strategic market alignment for large companies seeking extensive reach and partnerships in consumer marketing to enhance brand recognition and sales effectiveness. ## Notice To promote AHDB Consumer marketing campaigns & key consumer messages at consumer point of purchase. Key campaigns throughout the year include Lets Eat Balanced, Love Lamb week, Love Pork campaigns, Great British Beef Week & positive health messaging activity. Historically and for 2026- 2027 areas that AHDB will be purchasing 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. This activity links the wider consumer marketing campaign(s) to point of purchase, increasing recognition and likelihood to purchase ### Procurement Information There is no opportunity to seek competitive quotes as retailers manage this process with their chosen suppliers or in house teams. We have chosen to support larger food retailers to increase visibility for our campaigns. The STA covered 9 contracts. ## Key Details | Field | Value | | --- | --- | | Publication source | Find A Tender Service | | Latest notice | https://www.find-tender.service.gov.uk/Notice/005180-2026 | | Notice type | UK6 - Contract Award Notice | | Procurement type | Standard | | Procurement category | Services | | Procurement method | Direct | | Procurement method details | Direct award | | Tender suitability | Not specified | | Awardee scale | Large | | All stages | Award | ## Dates | Field | Value | | --- | --- | | Publication date | 21 Jan 2026 | | Submission deadline | Not specified | | Future notice date | Not specified | | Award date | 20 Jan 2026 | | Contract period | 31 Mar 2026 - 31 Mar 2027 | | Recurrence | Not specified | ## Values | Field | Value | | --- | --- | | Tender value | Not specified | | Lots value | Not specified | | Awards value | £78,703 | | Contracts value | Not specified | ## Status | Field | Value | | --- | --- | | Tender status | Complete | | Lots status | Complete | | Awards status | Active | | Contracts status | Not specified | ## Buyer | Field | Value | | --- | --- | | Main buyer | AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD | | 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 | 9 | | Supplier names | ALDI SUPERMARKET; ASDA STORES; CO-OP WHOLESALE; LIDL; MARKS AND SPENCER; MORRISONS GROCERIES; SAINSBURYS SUPERMARKETS; TESCO; WAITROSE | ## CPV Codes ### Divisions - 79 - Business services: law, marketing, consulting, recruitment, printing and security ### Codes - 79342100 - Direct marketing services ## Release History - 21 Jan 2026 at 11:13 - Award - UK6 - Contract Award Notice - https://www.find-tender.service.gov.uk/Notice/005180-2026 - 20 Jan 2026 at 10:46 - Award - UK5 - Transparency Notice - https://www.find-tender.service.gov.uk/Notice/004680-2026 ## Documents - https://www.find-tender.service.gov.uk/Notice/005180-2026 21st January 2026 - Contract award notice on Find a Tender - https://www.find-tender.service.gov.uk/Notice/004680-2026 20th January 2026 - Transparency notice on Find a Tender ## Notice URLs - http://www.ahdb.org.uk - http://www.asda.com - http://www.morrisons.com - https://corporate.marksandspencer.com - https://www.aldi.co.uk/corporate - https://www.coopwholesale.co.uk/ - https://www.example.com - https://www.example.com/ - https://www.example.com/. - https://www.legislation.gov.uk/ukpga/2023/54/contents - https://www.lidl.co.uk/ - https://www.waitrose.com/ ## 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-0609a0. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-0609a0.json.