Contract award notice
Results of the procurement procedure
Section I: Contracting
entity
I.1) Name and addresses
AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD
Middlemarch Business Park
Coventry
CV3 4SU
UK
Contact person: Sarah Waters
E-mail: procurement@ahdb.org.uk
NUTS: UK
Internet address(es)
Main address: https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board
Address of the buyer profile: https://defra-family.force.com/s/Welcome
I.4) Type of the contracting authority
Body governed by public law
I.5) Main activity
Other: Agriculture
Section II: Object
II.1) Scope of the procurement
II.1.1) Title
Social Media services in the USA, Canada & Mexico covering beef, lamb & pork
Reference number: 2024-732
II.1.2) Main CPV code
79340000
II.1.3) Type of contract
Services
II.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.<br/>Listed below are some of the actions/requirements that the supplier/agency will be required to complete throughout the duration of the contract:<br/>Strategy & Planning:<br/>• Prepare an approach that will make recommendations on the most effective way to fulfil the goals for increasing brand awareness<br/>• Provide a detailed content calendar outlining the frequency, type, and timing of social media posts<br/>Content Creation:<br/>• Create engaging, high quality and relevant content, including but not limited to text, images, videos, and infographics for campaigns<br/>• Ensure all content adheres to AHDB brand guidelines and maintains a consistent brand tonality<br/>• A point of view on content curation noting that we have staff and farmers creating content<br/>• How to best use User-Generated Content (UGC)<br/>• Ensure the necessary language skills to communicate effectively with the target audience<br/>• Consider using professional translation services to maintain accuracy and cultural sensitivity<br/>• Research cultural norms. Be aware of local customs, traditions, and taboos to avoid misunderstandings<br/>• Create content that is respectful of diverse cultures and avoids offensive or discriminatory language<br/>• Leverage cross-promotion to drive traffic between channels<br/>Engage with audience:<br/>• Respond promptly to comments and messages on all platforms<br/>• Encourage user-generated content through contests or challenges<br/>Advertising and promotion:<br/>• Develop and execute paid social media campaigns to increase reach, engagement, and sign ups to our Newsletter<br/>• Provide regular reports on campaign performance and provide optimisation recommendations<br/>Analytics & reporting:<br/>• Provide monthly reports outlining key performance metrics, including reach, engagement, conversion rates<br/>• Offer insights and recommendations for ongoing improvements
II.1.6) Information about lots
This contract is divided into lots:
No
II.1.7) Total value of the procurement
Value excluding VAT:
306 250.00
GBP
II.2) Description
II.2.3) Place of performance
NUTS code:
UK
Main site or place of performance:
UK
II.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.<br/>Listed below are some of the actions/requirements that the supplier/agency will be required to complete throughout the duration of the contract:<br/>Strategy & Planning:<br/>• Prepare an approach that will make recommendations on the most effective way to fulfil the goals for increasing brand awareness<br/>• Provide a detailed content calendar outlining the frequency, type, and timing of social media posts<br/>Content Creation:<br/>• Create engaging, high quality and relevant content, including but not limited to text, images, videos, and infographics for campaigns<br/>• Ensure all content adheres to AHDB brand guidelines and maintains a consistent brand tonality<br/>• A point of view on content curation noting that we have staff and farmers creating content<br/>• How to best use User-Generated Content (UGC)<br/>• Ensure the necessary language skills to communicate effectively with the target audience<br/>• Consider using professional translation services to maintain accuracy and cultural sensitivity<br/>• Research cultural norms. Be aware of local customs, traditions, and taboos to avoid misunderstandings<br/>• Create content that is respectful of diverse cultures and avoids offensive or discriminatory language<br/>• Leverage cross-promotion to drive traffic between channels<br/>Engage with audience:<br/>• Respond promptly to comments and messages on all platforms<br/>• Encourage user-generated content through contests or challenges<br/>Advertising and promotion:<br/>• Develop and execute paid social media campaigns to increase reach, engagement, and sign ups to our Newsletter<br/>• Provide regular reports on campaign performance and provide optimisation recommendations<br/>Analytics & reporting:<br/>• Provide monthly reports outlining key performance metrics, including reach, engagement, conversion rates<br/>• Offer insights and recommendations for ongoing improvements
II.2.5) Award criteria
Quality criterion: Technical
/ Weighting: 60
Price
/ Weighting:
40
II.2.11) Information about options
Options:
No
II.2.13) Information about European Union funds
The procurement is related to a project and/or programme financed by European Union funds:
No
Section IV: Procedure
IV.1) Description
IV.1.1) Type of procedure
Open procedure
IV.1.8) Information about Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement:
Yes
IV.2) Administrative information
IV.2.1) Previous publication concerning this procedure
Notice number in the OJ S:
2025/S 000-002640
Section V: Award of contract
A contract/lot is awarded:
Yes
V.2 Award of contract
V.2.1) Date of conclusion of the contract
11/04/2025
V.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
V.2.3) Name and address of the contractor
Llibertat
06206928
Llibertat Ltd., 86-90 Paul Street, London
London
EC2A 4NE
UK
Telephone: +44 2038236077
NUTS: UK
Internet address(es)
URL: www.llibertat.co.uk
The contractor is an SME:
Yes
V.2.4) Information on value of the contract/lot (excluding VAT)
Initial estimated total value of the contract/lot:
Total value of the contract/lot:
Lowest offer:
306 250.00
GBP
/ Highest offer:
393 000.00
GBP
V.2.5) Information about subcontracting
Section VI: Complementary information
VI.4) Procedures for review
VI.4.1) Review body
AGRICULTURE AND HORTICULTURE DEVELOPMENT BOARD
Middlemarch Business Park
Coventry
CV3 4SU
UK
E-mail: procurement@ahdb.org.uk
Internet address(es)
URL: https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board
VI.5) Date of dispatch of this notice
28/05/2025