UK Public Sector Contracts & Tenders

1. Overview This is an invitation to submit a proposal to ReLondon and its partners to develop campaign creative and production for the new pan-London food campaign. The campaign, which will launch in June 2026 and run for one year, is being managed by ReLondon on behalf of the London boroughs. Extensive strategic and insight work has already been done which can be used to develop creative executions. The work will be awarded as a fixed term, fixed cost. 2. Background This is an evolution of the existing pan-London behavioural change campaign, Eat like a Londoner, which was managed by ReLondon with the input and support of the majority of London's boroughs and waste disposal authorities. It was initially prompted by work both by ReLondon via the Food Flagship Initiative and by London's boroughs, via the One World Living (OWL) programme, to identify the waste and carbon hotspots associated with London's food. There is now a timely opportunity to shift focus toward inspiring people to waste less food and recycle what they can't eat - with the focus being on food waste recycling for year one of the campaign, in line with the introduction of the Simpler Recycling policy. The original Eat Like a Londoner campaign ended in April 2025, having achieved year-on-year improvements in engagement and claimed behaviour change. A refreshed campaign will centre on food waste recycling (and eventually food waste prevention), aligning with the Simpler Recycling legislation and practical shifts in how boroughs manage waste. The Simpler Recycling requirements include weekly household food waste collections by March 2026. A cross-London campaign could tap into the motivations of 21-44 year old Londoners and parents with children under 11 (identified by WRAP as those who waste most food), as many establish a new food recycling routine. The campaign would empower Londoners to see the value in food, connect action with impact and feel part of a collective movement. A refreshed awareness campaign aimed at boosting citizen motivation as boroughs implement the Simpler Recycling policy will support several strategic aims, including: • Creating a compelling reason why people should reduce household food waste and recycle it properly. • Enabling a consistent messaging approach across the boroughs signed up to the campaign. • Providing boroughs with a campaign toolkit to continue to engage residents in new food recycling routines. The campaign would be distinct to London's huge population that fall within the target demographic - tapping into cultural pride, practical everyday challenges and diverse food cultures. 3. The brief Design and deliver the creative and production for a high impact, engaging and focussed pan-London food campaign to shape food waste prevention and recycling. The campaign needs to increase motivation, knowledge and make clear how easy recycling and preventing food waste is for 21-44 year olds and parents with children under 11 years old at home (see audience segments in creative strategy). The campaign should be centred on emotion, identity and shared values to tap into why people should care, not just how to do it, at a time when there is an opportunity to start a new normal and establish new habits. The campaign should motivate individuals to reduce their household food waste and, where waste cannot be prevented, recycle it correctly - with the focus of the messaging for year one being on food waste recycling. The campaign should use inspiring messages and visuals, and practical advice to build on the success of the Eat like a Londoner campaign; as well as build on learnings from TRiFOCAL's 'Small Change, Big Difference' campaign and the more recent EU-funded 'Food Wave' project. There is an existing campaign brand identity with the Eat like a Londoner campaign which can be adapted for this new campaign. The campaign would need to be renamed to focus on something less related to eating, but the brand colours, tone of voice guidelines and overall identity can continue to be used (along with website and social channels). An example of a new campaign name is included in the creative strategy, but we are open to hearing alternative names if you think there is a better one which we should consider. Please include testing of a new campaign name in your response. This motivational campaign should play a critical part in motivating residents to recycle unavoidable food waste and adopt new bin routines at home, with clear, relevant messaging tied to upcoming changes. While the 'Love Food Hate Waste' campaign managed by WRAP (Waste & Resources Action Programme) offers broad, national-level resources that are educational, a London campaign should be grounded in London-specific research, including ReLondon's 'London's food footprint' report, the insights that underpinned Eat like a Londoner, and borough-level data on waste behaviours, emissions, and barriers, available in the creative strategy. It should recognise the diversity of the city and different housing types (including flats and flats above shops), tailored to a fast-moving food economy, as well as representing the scale and mix of London's food cultures. This is incredibly important to land the messaging with the target audience, as there is evidence to show that people want to see themselves reflected in the marketing they receive. 3.1 Campaign requirements The campaign is to be delivered over a one-year period, starting in January 2026. The planning phase will start immediately on appointment with a full briefing on progress to date. Our goal is a June 2026 campaign launch. More detailed timings can be found in the creative strategy. While the campaign may create a wide range of assets on both main topics (food waste prevention and food waste recycling) over the year, some boroughs and waste disposal authorities may choose to focus more on one set of messaging, so the campaign must work and be adaptable on several levels, including potentially: • Regional - awareness-raising activity across the capital, including outer as well as inner London boroughs; • Sub-regional - awareness-raising and engagement activity across clusters of boroughs (waste authorities); • Localised - targeted activity tailored to residents of one or more London boroughs. 3.2 Channels/media The campaign will launch in June 2026 and media bursts will continue for the duration of the one-year campaign, at which point the campaign assets will need to be handed over to the London boroughs in a toolkit so they can continue the campaign for subsequent years. We would like to hear recommendations on channel mix, but they are likely to include: • Out-of-home advertising - depending on budgets and media availability, including TFL network (buses, tube, etc), plus owned or price-capped media channels via boroughs (e.g. JCDecaux sites, libraries, community spaces, leisure centres, etc) • Digital advertising - via social media channels (Instagram and Facebook) and influencers. Additional digital channels (e.g. programmatic) may be explored if relevant and recommended in the media plan • Audio - such as local radio and podcasts if recommended in the media plan We are also keen to explore brand partnerships with likeminded individuals, influencers and organisations to help land and scale the messaging. Recommendations for this should be included in the proposal. Owned channels include a website and organic social media channels which are updated several times a week. The website would be updated to include a section dedicated to food waste recycling. It's important that this campaign builds trust with citizens in order to encourage them to reduce and recycle household food waste, so all campaign imagery should reflect the reality of different diets that people have in the capital, including (but not limited to) meat-based, vegetarian, plant-based and flexitarian diets. 3.3 Campaign KPIs and evaluation While the ultimate goal of the campaign is to change people's behaviours at home, it is primarily an awareness-raising campaign to help Londoners draw the link between food and climate, and understand how their food behaviours can both reduce their climate impact and save them money at home. Evaluation will take place at the end of year one and will therefore focus on whether people have seen, engaged with and taken an action against the messaging. KPIs will likely include: • Engagement - how many people have engaged with our ads • Awareness - how many people recall seeing our ads • Consideration - Has this impacted claimed behaviour 4. Objectives The objective of the campaign is to: • Get: Younger Londoners, aged 21-44 and those with children under 11 years old at home (the highest food wasters) • To: Reduce household food waste and recycle what they can't eat • By: Connecting with them emotionally and using normative messaging to engage, motivate and empower them to reduce their "food footprint" (the carbon impact of their household food consumption) This objective will be achieved by fulfilling the following sub-objectives: • Build on Londoner's belief that wasting food is morally wrong and increase awareness of the relationship between food and climate (for citizens already engaged in the topic of sustainability) • Increase motivation to reduce household food waste and recycle food that can't be eaten using behavioural nudges • Build understanding of how to reduce both household costs and impact on the climate through changed food behaviours at home • Drive traffic from the London-wide campaign (on the 'why') through to borough-level service comms (on the 'how') The budget allocation for this activity is £60,000 incl. VAT.

This invitation to tender is for longitudinal research into awareness, attitudes, motivations and claimed behaviours around various circular behaviours and lifestyles amongst a representative sample of Londoners (referred to as 'citizens' throughout the following document). Our research purpose is to track shifts over time, identifying opportunities and challenges for ReLondon and its stakeholders as we develop, deliver and evaluate the impact of our circular strategies and actions. While this brief is primarily for the design, set-up and delivery of year one's baseline-setting research, it includes a requirement to provide recommendations and costings for subsequent years so that resources to support our longitudinal approach are clear and able to be planned for. The budget for this piece of work is £30,000 plus VAT. The work will be awarded as a fixed-term contract subject to ReLondon's standard terms and conditions (available on request). Background ReLondon is a partnership of the Mayor of London and London's boroughs to improve waste and resource management in the capital and accelerate our transition to a low carbon circular city. Our mission is to make London a global leader in sustainable ways to live, work and prosper by revolutionising our relationship with stuff and helping London waste less and reuse, repair, share and recycle more. More on ReLondon can be found on our website. Citizen-facing work: ReLondon runs campaigns direct-to-citizens on behalf of the Mayor and the London boroughs, and collaborates with partners to deliver localised circular neighbourhood and recycling pilot projects. The campaigns currently run by ReLondon are: London Recycles • Educates Londoners on what can and can't be recycled in their boroughs • Provides tips and hints on reducing waste and materials use generally • Hosts London Repair Week (and supports UK-wide Repair Weeks in other cities) • Creates local authority toolkits for waste and recycling communications   Love Not Landfill • Encourages 16-24-year-old Londoners never to throw an unwanted item of clothing in the bin • Encourages fast fashion fans to buy second-hand, swap, share and give to charity through clothing swaps, second-hand pop-ups and social media • Advises on what to do with clothes when they can't be worn any longer Eat like a Londoner (now concluded pending a new food waste campaign in 2026) • Run on behalf of London boroughs • Helped families and young people reduce food waste at home • Encouraged sustainable diets • Provided planning, shopping, storing, cooking and eating tips NB: a new food campaign is in development focusing on recycling and waste prevention. It will be live by summer 2026. Local pilots over the past two years have included flats recycling and flats above shops research projects; circular neighbourhood projects e.g. Heston in the loop; deep engagement on recycling participation with primary schools and mosques in Tower Hamlets; and a community food project in Islington, to test an approach promoting sustainable food behaviours using a network of nudges built around a community café. The brief While ReLondon has an annual survey of both businesses (SMEs and startups in our network) and local authorities to help measure outcomes for reporting purposes, we have relied until now on campaign-specific surveys and the polling of other organisations (e.g. London Councils' citizen climate survey) to provide data for tracking and reporting on the outcome of our citizen-facing work. As London Councils' climate survey is no longer taking place, and budgets are no longer available for comprehensive campaign evaluation, ReLondon is now seeking a better value but effective way of monitoring shifts in Londoners' awareness of and attitudes towards more circular, or waste-busting, lifestyles and behaviours. This is likely to be conducted annually as a minimum, but this initial brief and contract is for year one baseline setting, including reporting, plus recommendations/suggested costings for subsquent years. Research approach: We would like responses to suggest optimum approaches and costings against the following core requirements: • Baseline setting in March 2026, possibly through a quantitative survey of up to 25 questions of a representative sample of Londoners (at least 1,100+), with results split by borough; age group; ethnicity; housing type; and living arrangements. Household or individual income may also be of interest. Alternative approaches to baseline setting will also be considered with interest. • Ongoing methodology for subsequent years against year one baseline, to provide longitudinal tracking data. We are also interested in proposals which suggest alternative or supplementary approaches to longitudinal behaviour, attitude and motivational tracking, such as: • Quarterly 'dip' polling against smaller subsets of questions • Ad hoc insights on one-off topics via online polling or using qualitative methods • Occasional topic-specific qualitative 'dips' which interact usefully with the quantitative survey data Costings for any of the above should include data analysis and reporting. We will contract work in the first instance to cover: (a) design and delivery of the baseline setting research in this first year; and (b) the provision of recommendations on methodology and costing/resourcing implications for future iterations in the next financial year. Objectives Our objectives with the tracker (or alternative approach to this piece of longitudinal research) are: • To measure awareness and impact of ReLondon campaigns, events and behavioural interventions and projects  To track awareness of, and (shifts in) attitudes towards, circular behaviours and lifestyles such as swapping and sharing household items, buying second-hand, renting or leasing instead of buying, making things last and repairing more stuff • To track trends and provide insight about areas to focus on amongst different communities and neighbourhoods, as well as at a London-wide level • To test understanding of circularity amongst the general population, including language and specific terminology, what circular behaviours mean in practice and their perceived benefits for people and communities Scope of work The work proposed and costed for must include the following: Item By Inception meeting completed, notes provided and detailed timeline agreed 2-3 March 2026 Refined methodology proposal for year one baseline signed off and recruitment initiated By 3rd week of March Fieldwork underway By end March Conclusion of fieldwork End April Report on baseline research and its implications, with a wrap-up presentation of up to 1.5 hours in-person Mid-May 2026 Future years' methodology and costings recommendations presented Mid-end May 2026 Budget The budget for the baseline setting research for year one plus the provision of recommendations and costings for subsequent years' behavioural tracking activity is up to £30k plus VAT. We are also interested to see estimates against any alternative or supplementary methodologies you wish to suggest for either year one or future years. Contract management The contract will be formally let by the London Waste and Recycling Board (operating as ReLondon), and ReLondon's standard terms and conditions will apply (available on request). Quality of service: The Service Provider shall provide the services in a competent, timely manner in accordance with recognised industry quality standards. The Service Provider shall ensure an adequate supply of suitably qualified and competent personnel are available to fulfil the requirements of the Contract. Acceptance of bids: In issuing this invitation to bid, ReLondon is not bound to accept the lowest or any bid and reserves the right to accept the whole or any specified part of the bid unless the bidder expressly stipulates otherwise. ReLondon will not enter into discussion with non-selected potential suppliers or justify its decision. Potential suppliers are deemed to have accepted these conditions by the act of submitting their quote. The selected preferred supplier cannot assume they have been granted the contract until a formal contract is signed. Period for which bids shall remain valid: Unless otherwise stipulated by the bidder, bids shall remain valid for 30 days from the closing date for receipt of tenders.

This invitation to tender (ITT) is for the development and delivery of a robust monitoring and evaluation approach for a new London food waste campaign. We would like to understand the impact of (a) a 'London-wide' (across 17 boroughs) food waste campaign; and (b) boosted hyper-local communications using the campaign's creative approach in a small number of targeted London neighbourhoods. Simpler Recycling legislation is designed to ensure the consistent collection of materials and food from every workplace (from March 2025) and household (from March 2026) in England. Defra has a long-term ambition to reach a 65% municipal recycling rate by 2035. As the food waste service - now mandated to be provided to every household across England - will be new to many residents, communications on food waste recycling is a key focus and we need to ensure that any communications on the topic are robustly evaluated. Across all local authorities in the UK, 79% of food waste is disposed of in residual waste and only 17% in food waste recycling1. This issue is driven by barriers such as a lack of knowledge about what constitutes food waste, hygiene concerns, and limited understanding of the benefits and processes of food waste recycling. While residents look to their council to provide the detailed "how" of using their local waste collection services, ReLondon's new campaign aims to support this by focusing on the "why" - using messages and creatives which motivate the uptake of food waste recycling (as well as broader messaging on waste prevention) in line with council service implementation. ReLondon has in recent years run a sustainable food campaign, Eat like a Londoner, which focused on waste prevention and sustainable diets. This ended in April 2025, having achieved year-on-year improvements in engagement and claimed behaviour change. Previous work and evaluation will be shared with the successful supplier. The new food waste campaign will instead focus on food waste recycling (and food waste prevention to a lesser degree), in order to support the roll-out of Simpler Recycling and practical shifts in how boroughs manage waste; and it will not include any diet messaging. It will be run centrally by ReLondon for the first year, culminating in a learning toolkit for boroughs to continue using locally beyond that first year. Building on Eat like a Londoner, in partnership with and funded by 17 boroughs across London, ReLondon will develop and deliver the new campaign in particular to improve food waste recycling uptake and food waste prevention behaviours amongst younger Londoners (21-44) and families with children under 11 (as the highest food wasters). These groupings will be the main target of the London-wide campaign's paid media. The hyper-localised campaign will be aimed at selected neighbourhoods where there may be a large majority of the target audience mentioned above. ReLondon will additionally be focusing for the hyper-local campaign on a set of overlaid demographics as follows: Young people (21-34-year-olds) living in shared housing  People living in purpose-built flats and tower blocks (with communal collections)   People of diverse ethnicities and food cultures  Households on lower incomes  ReLondon is currently working with boroughs to gather additional demographic information to help to indicate which neighbourhoods would have high densities of our target audiences. We will continue to work both with boroughs and with the appointed contractor to select and confirm potential target groups and neighbourhoods as the project progresses. The following specification sets out the requirements to ensure robust evaluation of the London-wide campaign as well as the hyper-local campaign, to ensure that learnings can be gathered about their success and relative performance against a number of different KPIs. The evaluation will assess the success of ReLondon's food waste communications campaign in improving motivation to recycle amongst 21-34 year olds and families with children under 11. It will also assess the impact of the boosted, hyper-local campaign focused on selected London neighbourhoods based on an additional overlaid set of target demographics (see section 2.1 above). The overarching aims of the evaluation are to: Gather evidence using a robust evaluation methodology (experimental or quasi-experimental methods), to measure the impact of both the London-wide and hyper-local communications campaigns on food waste recycling and prevention. Provide impact data and learnings for the 17 London funder boroughs on improvements in motivation, knowledge and consideration of relevant food waste-related behaviours, to support them in continuing to use campaign assets effectively beyond the first year. Generate actionable insights for London and other UK cities by contributing evidence and learnings to a final "learnings toolkit" to support food waste recycling capture and participation. The learnings toolkit will give councils in other densely populated urban areas vital insight into the most effective ways of using campaign-style communications - both city-wide and at a neighbourhood level - to improve food waste-related outcomes. Evaluate the return on investment (ROI) of running a motivational campaign at a city-wide or hyper-local (in comparison to control areas where no motivational campaign is taking London-wide evaluation aims: For the London-wide campaign across all 17 funder boroughs, the evaluation must: Assess the effectiveness of the campaign in increasing motivation and intent amongst our two key target audience segments to recycle their food waste and to waste less food at home. Assess the effectiveness of the campaign in changing attitudes and perceptions of food waste as an issue, and improving the perception that it is normal to avoid food waste and recycle unavoidable food waste. Identify changes in our target audiences' assertion that they use their food waste recycling service (claimed behaviour). Hyper-local evaluation aims For the hyper-local campaign in a small number of (estimated at between 4-6) target neighbourhoods, the evaluation should address all of the above, and should in addition: Assess the effectiveness of the campaign in increasing food waste tonnages on a round-by-round basis (actual behaviour); and participation rates in the service depending on availability and affordability of suitable monitoring methodologies across the target neighbourhoods. Compare the relative effectiveness of the campaign with residents who have newly established food waste services versus those with more long-established services. If possible, compare the relative effectiveness of the campaign across the five different additional demographic groupings identified above. Produce robust, transferable evidence - including the (return on investment) ROI of running motivational campaigns around food waste recycling - to go into the final learnings toolkit which will support future campaigns in other urban areas Key performance indicators KPI 1: Behaviour change Metrics: increase in food waste recycling participation; increase in tonnages of food waste collected. KPI 2: Attitude and motivation Metrics: increase in perceived social norms around food waste reduction and recycling; increase in motivation and intent to waste less food and use the food waste recycling service. KPI 3: Knowledge and understanding Metrics: awareness of food waste as an issue; awareness of ways to appropriately recycled food waste. KPI 4: Campaign recognition Metric: recall and awareness of campaign. KPI 5: ROI Metric: campaign cost vs. service efficiencies and savings (e.g. via tonnages diverted from residual). Please note that the contracted media agency will provide post-campaign analyses for each campaign burst that will provide campaign reach and engagement data. This will supplement the more detailed evaluation carried out as part of this contract. Evaluation questions and variables to be tested can be found in the attachment. Scope of work The contract will cover baseline setting; the provision of interim results after the first campaign burst in June/July; and post-campaign monitoring and reporting in the second half of the calendar year. Please propose an integrated research methodology, covering both London-wide and hyper-local campaign requirements, aligned to our evaluation objectives and taking into consideration the operational constraints of working across 17 boroughs and a number of much smaller target neighbourhoods. In particular please consider whether the methods proposed are appropriate, robust and achievable for both the London-wide and the hyper-local evaluation requirements, based on minimal involvement from operational teams in the boroughs. We expect that a quasi-experimental, mixed method (quantitative and qualitative) approach is the most appropriate method for delivering the evidence we require but please set out your recommended approach to evaluation design and method, setting out pros and cons to justify your proposal. Please provide within your proposal details of what kind of data you suggest we collect against the KPIs, metrics and questions outlined in the sections above. You should also propose sample sizes for any surveys suggested, both for the London-wide evaluation elements and the hyper-local target neighbourhoods using power calculations to justify the proposed sample size (which must be sufficient to allow for statistical testing at the 95% confidence level). Budget The budget for the scope of work outlined in this invitation to tender is up to £67,000 including VAT. We are also interested to see estimates for any alternative or supplementary methodologies you wish to suggest as options to deliver against the objectives.