2025-760 Strategic PR partner services requirement for AHDB
key details
| Value | £500,000 |
|---|---|
| Status | complete |
| Category (CPV) | 79416000 |
| Region | West Midlands |
| Deadline | 13 Oct 2025 |
| Contract start | 1 Apr 2026 |
| Contract end | 31 Mar 2030 |
| Procedure | selective |
| SME suitable | Yes |
| OCID | ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050 |
Award
| Supplier | Value | Date | Status |
|---|---|---|---|
| Fight or Flight Limited | £400,000 | 1 Dec 2025 | active |
description
A mini competition was released to shortlisted suppliers against framework RM6124 which falls under PCR15 and therefore using old notices.
AHDB wanted to procure a Contract to a successful Supplier for the provision of a PR agency to deliver service. The successful supplier will be required to deliver PR services as well as ensuring value for money for levy payers is provided.
Objective
Our aim to add balance to the food debate and ultimately to reassure, inform and engage consumers-especially those who feel conflicted about their choices-not by going on the defensive but by confidently delivering science-backed storytelling that builds term trust and protects purchase intent.
Strategy
Our strategy will be built on a smart, high-impact PR programme that both compliments and amplifies the Let's Eat Balanced campaign and carves out a bolder, more visible voice for British food and the British farming community.
The contract runs from 1st April 2026 until 31st March 2027 with 1+1+1 options to extend.
notice history
1 notice published against this procurement.
| Published | Type | Regime | Notice |
|---|---|---|---|
| 9 Feb 2026 | Award (award) | · | 5d87ab75-a7c5-44a2-a7c0-62b171dcf7fa-882678 |
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source
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