Public relations services

Tender description

AHDB are looking for a supplier to fulfil the following: 1. Press and PR with restaurants; 2. PR event with the Parisian food service sector; 3. PR event with supermarkets in France. British beef and lamb still have an image issue following BSE which needs to be corrected by sending out positive messages installing confidence in the product through influential channels down to the restaurateurs. QSM beef and lamb suffer from a lack of visibility with restaurants in Paris, AHDBs' aim is to increase awareness of QSM and PGI WC with French and English restaurants. AHDBs' QSM scheme and PGI West Country scheme suffer from a lack of visibility in the food service sector in England and France. A large number of branded beef cuts are available, with the cuts often marketed via a beef breed related brand which quality is often not assured via any rigorous quality scheme. AHDBs' aim is to increase the awareness of QSM and PGI WC with French and English restaurants. British lamb represents quarter of the lamb offer in France, with most of the lamb imported from the UK which is sold through large French multiples, the main consumption area being Paris, north and south east of France. AHDB France have developed a branding strategy to differentiate and add value to the UK lamb market based on the association of AHDB QSM with the St George brand.