DEPARTMENT FOR ENVIRONMENT FOOD & RURAL AFFAIRS · Awarded contract

Awarded

Promotion of AHDB Consumer Marketing Campaigns at Retail Point of Purchase

Awarded 31 Mar 2024

View live tenders

Awarded31 Mar 2024

Value£950,000.00

SupplierTesco, Morrisons, M&S, Sainsbury, Waitrose

AgencyDEPARTMENT FOR ENVIRONMENT FOOD & RURAL AFFAIRS

RegionUnited Kingdom

CategoryFood & Beverage

Ended 1y 7mo ago12mo term

Awarded 31 Mar 2024Expired 30 Mar 2025

About

The Department for Environment, Food & Rural Affairs awarded a contract to Tesco, Morrisons, M&S, Sainsbury, and Waitrose for the promotion of AHDB consumer marketing campaigns and key consumer messages at consumer point of purchase.

The contract, valued at £950,000, covers 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.

Historically, purchased areas include recipe static and tear-off leaflets, aisle fins and flags, other in-fixture promotions, digital promotion mechanics (banners, featured product space, digital ads), retailer magazine advertorials, and on-pack stickers.

These exemptions cover activity for all AHDB sectors engaging in this type of activity, linking wider consumer marketing campaigns to point of purchase to increase recognition and likelihood to purchase.

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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

Hampshire County Council Market Engagement for Holiday Activities with Food Schemes Framework 2027–2031Public Services & Welfare · Closes 9 Nov 2026

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