Section one: Contracting authority
one.1) Name and addresses
AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD
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.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
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.1.6) Information about lots
This contract is divided into lots: No
two.1.7) Total value of the procurement (excluding VAT)
Value excluding VAT: £306,250
two.2) Description
two.2.3) Place of performance
NUTS codes
- UK - United Kingdom
Main site or place of performance
UK
two.2.4) Description of the procurement
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.2.5) Award criteria
Quality criterion - Name: Technical / Weighting: 60
Price - Weighting: 40
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 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.2.1) Previous publication concerning this procedure
Notice number: 2025/S 000-002640
Section five. Award of contract
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
11 April 2025
five.2.2) Information about tenders
Number of tenders received: 6
Number of tenders received from SMEs: 6
Number of tenders received by electronic means: 6
The contract has been awarded to a group of economic operators: No
five.2.3) Name and address of the contractor
Llibertat
Llibertat Ltd., 86-90 Paul Street, London
London
EC2A 4NE
Telephone
+44 2038236077
Country
United Kingdom
NUTS code
- UK - United Kingdom
National registration number
06206928
Internet address
The contractor is an SME
Yes
five.2.4) Information on value of contract/lot (excluding VAT)
Initial estimated total value of the contract/lot: £306,250
Lowest offer: £306,250 / Highest offer: £393,000 taken into consideration
Section six. Complementary information
six.4) Procedures for review
six.4.1) Review body
AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD
Middlemarch Business Park
Coventry
CV3 4SU
Country
United Kingdom
Internet address
https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board