Section one: Contracting authority
one.1) Name and addresses
AHDB (Defra Network eTendering Portal)
Middlemarch Business Park
Coventry
CV3 4SU
Contact
Sarah Waters
Country
United Kingdom
Region code
UK - United Kingdom
Internet address(es)
Main address
https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board
Buyer's address
https://defra-family.force.com/s/Welcome
one.3) Communication
The procurement documents are available for unrestricted and full direct access, free of charge, at
https://defra-family.force.com/s/Welcome
Additional information can be obtained from the above-mentioned address
Tenders or requests to participate must be submitted electronically via
https://defra-family.force.com/s/Welcome
Tenders or requests to participate must be submitted to the above-mentioned address
one.4) Type of the contracting authority
Body governed by public law
one.5) Main activity
Other activity
Agriculture
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
for Social Media services in the USA, Canada & Mexico covering beef, lamb & pork
Reference number
2024-732
two.1.2) Main CPV code
- 79340000 - Advertising and marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
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
two.1.5) Estimated total value
Value excluding VAT: £471,600
two.1.6) Information about lots
This contract is divided into lots: No
two.2) Description
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UK - United Kingdom
Main site or place of performance
Social Media requirements in the US, Canada and Mexico
two.2.4) Description of the procurement
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
Initial contract is for 1 year with 1+1 extension options.
Value is approx. £157,200 per annum
The electronic address at which the Procurement Documents have been made directly available by AHDB by electronic means is https://defra-family.force.com/s/Welcome. This is AHDB’s e-Sourcing portal.
two.2.5) Award criteria
Quality criterion - Name: Technical/Quality / Weighting: 60
Price - Weighting: 40
two.2.6) Estimated value
Value excluding VAT: £393,000
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Start date
2 June 2025
End date
1 June 2028
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: No
two.2.11) Information about options
Options: No
two.2.13) Information about European Union Funds
The procurement is related to a project and/or programme financed by European Union funds: No
Section three. Legal, economic, financial and technical information
three.1) Conditions for participation
three.1.1) Suitability to pursue the professional activity, including requirements relating to enrolment on professional or trade registers
List and brief description of conditions
As per tender documents
three.1.2) Economic and financial standing
List and brief description of selection criteria
As per tender documents
three.1.3) Technical and professional ability
List and brief description of selection criteria
As per tender documents
Section four. Procedure
four.1) Description
four.1.1) Type of procedure
Open procedure
four.1.8) Information about the Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement: Yes
four.2) Administrative information
four.2.2) Time limit for receipt of tenders or requests to participate
Date
28 February 2025
Local time
12:00pm
four.2.4) Languages in which tenders or requests to participate may be submitted
English
four.2.6) Minimum time frame during which the tenderer must maintain the tender
Duration in months: 6 (from the date stated for receipt of tender)
four.2.7) Conditions for opening of tenders
Date
28 February 2025
Local time
1:00pm
Place
AHDB HQ
Information about authorised persons and opening procedure
Procurement Manager
Section six. Complementary information
six.1) Information about recurrence
This is a recurrent procurement: No
six.4) Procedures for review
six.4.1) Review body
AHDB (Defra Network eTendering Portal)
Middlemarch Business Park
Coventry
CV3 4SU
Country
United Kingdom
Internet address
https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board
six.4.2) Body responsible for mediation procedures
Defra Network eTendering Portal
Seacole Building, 2 Marsham Street
London
SW1P 4DF
Country
United Kingdom
Internet address
https://www.gov.uk/government/organisations/department-for-environment-food-rural-affairs