2025-760 Strategic PR partner services requirement for AHDB

{
  "awards": [
    {
      "contractPeriod": {
        "endDate": "2030-03-31T23:59:59+01:00",
        "startDate": "2026-04-01T00:00:00+01:00"
      },
      "date": "2025-12-01T00:00:00Z",
      "datePublished": "2026-02-09T08:44:13Z",
      "documents": [
        {
          "datePublished": "2026-02-09T08:44:13Z",
          "description": "Awarded contract notice on Contracts Finder",
          "documentType": "awardNotice",
          "format": "text/html",
          "id": "1",
          "language": "en",
          "url": "https://www.contractsfinder.service.gov.uk/Notice/5d87ab75-a7c5-44a2-a7c0-62b171dcf7fa"
        }
      ],
      "id": "ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050-1",
      "status": "active",
      "suppliers": [
        {
          "id": "GB-CFS-330895",
          "name": "Fight or Flight Limited"
        }
      ],
      "value": {
        "amount": 400000,
        "currency": "GBP"
      }
    }
  ],
  "buyer": {
    "id": "GB-CFS-281925",
    "name": "AHDB"
  },
  "date": "2026-02-09T08:44:13Z",
  "id": "5d87ab75-a7c5-44a2-a7c0-62b171dcf7fa-882678",
  "initiationType": "tender",
  "language": "en",
  "ocid": "ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050",
  "parties": [
    {
      "address": {
        "countryName": "GB",
        "locality": "Coventry",
        "postalCode": "CV3 4PE",
        "streetAddress": "Middlemarch Business Park, Siskin Parkway East"
      },
      "contactPoint": {
        "email": "procurement@ahdb.org.uk",
        "name": "Sarah Waters"
      },
      "id": "GB-CFS-281925",
      "identifier": {
        "legalName": "AHDB"
      },
      "name": "AHDB",
      "roles": [
        "buyer"
      ]
    },
    {
      "address": {
        "streetAddress": "2- 4 Ash Lane, Rushington, BN16 3BZ"
      },
      "details": {
        "scale": "sme"
      },
      "id": "GB-CFS-330895",
      "identifier": {
        "legalName": "Fight or Flight Limited"
      },
      "name": "Fight or Flight Limited",
      "roles": [
        "supplier"
      ]
    }
  ],
  "tag": [
    "award"
  ],
  "tender": {
    "classification": {
      "description": "Public relations services",
      "id": "79416000",
      "scheme": "CPV"
    },
    "contractPeriod": {
      "endDate": "2030-03-31T23:59:59+01:00",
      "startDate": "2026-04-01T00:00:00+01:00"
    },
    "description": "A mini competition was released to shortlisted suppliers against framework RM6124 which falls under PCR15 and therefore using old notices. \r\nAHDB 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.  \r\nObjective\r\nOur 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.\r\nStrategy\r\nOur strategy will be built on a smart, high-impact PR programme that both compliments and amplifies the Let\u0027s Eat Balanced campaign and carves out a bolder, more visible voice for British food and the British farming community.\r\nThe contract runs from 1st April 2026 until 31st March 2027 with 1+1+1 options to extend.",
    "id": "CF-0604500D8d000003VQwdEAG",
    "items": [
      {
        "deliveryAddresses": [
          {
            "postalCode": "CV3 4PE"
          },
          {
            "countryName": "United Kingdom",
            "region": "West Midlands"
          }
        ],
        "id": "1"
      }
    ],
    "mainProcurementCategory": "services",
    "minValue": {
      "amount": 100000,
      "currency": "GBP"
    },
    "procurementMethod": "selective",
    "procurementMethodDetails": "Call-off from a dynamic purchasing system",
    "status": "complete",
    "suitability": {
      "sme": true,
      "vcse": false
    },
    "tenderPeriod": {
      "endDate": "2025-10-13T12:00:00+01:00"
    },
    "title": "2025-760 Strategic PR partner services requirement for AHDB",
    "value": {
      "amount": 500000,
      "currency": "GBP"
    }
  }
}