DEPARTMENT FOR ENVIRONMENT FOOD & RURAL AFFAIRS · Awarded contract

Awarded

Promotion of AHDB Consumer Marketing Campaigns at Retail Point of Purchase

Awarded 31 Mar 2025

View live tenders

Awarded31 Mar 2025

Value£850,000.00

SupplierMorrisons, Tesco, ASDA, Sainsburys, Waitrose, Co-op, Aldi, Lidl,

AgencyDEPARTMENT FOR ENVIRONMENT FOOD & RURAL AFFAIRS

RegionUnited Kingdom

CategoryFood & Beverage

Ended 7mo ago12mo term

Awarded 31 Mar 2025Expired 30 Mar 2026

About

The Department for Environment, Food & Rural Affairs awarded a contract to Morrisons, Tesco, ASDA, Sainsburys, Waitrose, Co-op, Aldi, and Lidl for the promotion of AHDB consumer marketing campaigns and key consumer messages at consumer point of purchase.

The contract, valued at £850,000, covers key campaigns throughout the year, including Let's Eat Balanced, Love Lamb Week, Love Pork campaigns, Great British Beef Week, and positive health messaging activity with Bord Bia, as well as positive messaging trials and applications for rethinking the red meat aisle, packaging, and online.

Purchased items 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, and on-pack stickers.

There was no opportunity to seek competitive quotes as retailers manage this process with their chosen suppliers or in-house teams.

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2 new food and beverage tenders

Holiday Activities with Food (HAF) — Dynamic Purchasing System for Local Authorities (Apr 2021–Mar 2025)Public Services & Welfare · Closes 31 Jan 2027

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