2024-708 Consumer Media Measure Modelling

Tender description

AHDB wish to find an agency who have the ability to evaluate the impact of AHDB activity directly to retail sales and return on investment attributable to the marketing channels and the individual performance of the channel mix. AHDB wish to find an agency who have the ability to evaluate the impact of AHDB activity directly to retail sales and return on investment attributable to the marketing channels and the individual performance of the channel mix. The aim of the campaign evaluation is to both understand the success of the current campaign but also understand how to optimise the channel mix for future campaigns. AHDB’s marketing team have done a few consumer media measure studies over previous years. They use this information to communicate the success of campaigns to our levy payers and show the return to retail sales our campaigns have for our sector products. The last time AHDB did this for dairy was in 2020 for our Milk Your Moments campaign. However, now AHDB have a new dairy campaign which has not yet been evaluated in this way. Beef, lamb and dairy’s ‘Let’s Eat Balanced’ (LEB) celebrates the naturally delicious taste and flavours of British meat and dairy and the role they play as part of a healthy and sustainable balanced diet. There will be separate executions for Beef, Lamb and Dairy under the LEB banner. Dairy would cover multiple categories including milk, cheese and yoghurt within the same adverts. The campaign’s largest burst will take place in January 2025. Closing date is Noon 4th October 2024.