Published date: 9 February 2026

Awarded contract - This means that the contract has been awarded to a supplier.


Closing: 13 October 2025, 12pm

Contract summary

Industry

  • Public relations services - 79416000

Location of contract

CV3 4PE

Value of contract

£100,000 to £500,000

Procurement reference

CF-0604500D8d000003VQwdEAG

Published date

9 February 2026

Closing date

13 October 2025

Closing time

12pm

Contract start date

1 April 2026

Contract end date

31 March 2030

Contract type

Service contract

Procedure type

Call-off from a dynamic purchasing system

A mini-competition or direct purchase from a pre-established dynamic purchasing system.

Contract is suitable for SMEs?

Yes

Contract is suitable for VCSEs?

No

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.

Award information

Awarded date

1 December 2025

Contract start date

1 April 2026

Contract end date

31 March 2030

Total value of contract

£400,000

This contract was awarded to 1 supplier.

Fight or Flight Limited

Address

2- 4 Ash Lane, Rushington, BN16 3BZ

Reference

None

Supplier is SME?

Yes

About the buyer

Contact name

Sarah Waters

Address

Middlemarch Business Park, Siskin Parkway East
Coventry
CV3 4PE
GB

Email

procurement@ahdb.org.uk