# 2025-760 Strategic PR partner services requirement for AHDB

> A sourced UK public sector contract award published by AHDB.

## Key facts

- Buyer: [AHDB](/buyers/ahdb/contract-awards)
- Supplier: Fight or Flight Limited
- Award value: £400,000
- Tender value: £500,000
- Award date: 1 December 2025
- Published: 9 February 2026
- Contract start: 1 April 2026
- Contract end: 31 March 2030
- Stage: awarded
- Procurement category: services
- Notice ID: 5d87ab75-a7c5-44a2-a7c0-62b171dcf7fa-882678
- OCID: ocds-b5fd17-1c98ed24-2be0-4858-874a-18890c842050

## 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\.

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## Source

[View the original notice on Contracts Finder](https://www.contractsfinder.service.gov.uk/Notice/5d87ab75-a7c5-44a2-a7c0-62b171dcf7fa-882678)