Implementation Body - Advertising Agency _ Promotion Campaign Vietnam

Beschreibung der Beschaffung

With this call for tender Naturland aims find an Advertising Agency, who will be tasked to support implementation of the Campaign that Naturland is planning to apply in the upcoming round of “Calls for Proposals” Promotion of Agricultural Products by the European Commission. launched in January 2025.

The first phase of the project (2021-2025) targets both B2B (HORECA sectors, media that focused on F&B) and B2C audiences. The foundation includes a well-developed website and a Facebook fan page as tools for communication with the audience. Workshop events were hold successfully to attract Retailers, Chefs, Restaurant Owners and journalists.
In the second phase, the program will continue to raise awareness of EU organic products in both towards B2B and B2C..
The three-year program will focus regionally on the 2 big cities in Vietnam - Hanoi and Ho Chi Minh (20/80%).
Target groups include:
- Consumers (B2C)
- Importers (B2B)
- HORECA
- Food retailers in the premium segment (B2B)
- Large retailers (B2B)
- Specialist retailers for organic products (B2B)
- E-commerce platforms (B2C)
The aim of the campaign is to reach a maximum number of companies and consumers in the target areas. No specific individual organic product is advertised, but rather a selection of products ("organic basket").

Scope of work

The actions to be carried out by the Implementation Agency for this program fall under the following types of activities:

1. Strategy Definition:
identify suitable approaches for European organic premium products, as well as a strategy to connect organic product retailers and distributors. The strategy must also propose how best to reach consumers in the target areas.

2. Press Conference:
Organize a kick-off press conference (1 event) to engage media and TV outlets.

3. Advertorials:
Develop and publish at least 4 advertorials over 3 years to promote organic products.

4. E-commerce Campaign:
Implement at least 3 e-commerce campaigns involving 3-4 stores each time, including live streaming and sales tracking.

5. Influencer Events:
Plan at least one influencer event to kick off the campaign, including product taste tests and discussions on basic organic farming regulations.

6. Influencer Marketing:
Execute at least two waves of influencer marketing on social media per year and manage social media engagement.

7. Video Production compliance to EU guidelines:
i. Ensuring compliance of videos provided by Naturland with the EU guidelines
ii. producing short clips/reels after each workshop event

8. SEO/SEA Capacity:
Adapt and maintain an existing website with SEO/SEA capabilities.

9. Merchandise Production:
Produce branded merchandise items, including brochures, aprons, tote bags, gifts, Tet boxes, and sustainable daily items.

10. Business Workshops:
Conduct business workshops for HORECA, traders, and retailers twice a year for three years.

11. Sustainable Organic Week:
Organize an interactive Sustainable Organic Week per year(HCMC/HANOI/HCMC)
, including:
i. A B2B organic key event (1 per year).
ii. A Restaurant Week involving 10 restaurants to engage customers with organic dishes.
iii. Shop and mall promotions through creative activities.
iv. Sampling of organic products in grocery stores.
v. A dedicated school day to educate students about organic products/farming.
vi. Sustainable Organic Week events focusing on education and branding over 2-3 days.

12. Key Visual and Branding:
Create key visuals and branding, including data research and upgrades.

13. Buyers Tour to Biofach:
Organize a buyer tour to Germany (5pax) from the Vietnam side, including handling paperwork, travel bookings, and marketing materials for retailers attending Biofach

Liste und kurze Beschreibung der Bedingungen

1) Commercial/professional register (Validated from the relevant Authority within the last 12 months)
2) Proof of ability of the agency to carry out measures in the Vietnam (to be evidenced through own licenses/ permits or already established cooperation with a competent company which holds such license in Vietnam)

Liste und kurze Beschreibung der Auswahlkriterien

Relevant Experience (Maximum 25 points)
Experience from previous and/or ongoing projects in the last 5 years. To be demonstrated by a list of comparable references with an explanation of the objective of the campaign.
The maximum number of points can be achieved if the company can demonstrate experience with all 3 criteria below:
• Experience with multi-channel promotions i.e. B2B, PR, social media, e-commerce platforms, etc. (Max. 10 points can be achieved as follows 1 reference: 5 points / 2 references: 8 points / 3 references: 10 points)
• Campaigns focused on agricultural products, food or sustainability (Maximum 10 points can be achieved as follows  1 reference: 5 points / 2 references: 8 points / 3 references: 10 points)
• Campaigns with a total budget of more than EUR 750,000 (Max. 5 points can be achieved as follows 1 Reference: 2 points / 2 references: 4 points / 3 references: 5 points)
If the services will be delivered through cooperation with local partners, partnership agreements as well as the references of the local partners should be made available to evidence an ongoing collaboration and technical competence of the partners.

Liste und kurze Beschreibung der Auswahlkriterien

Team Experience (Maximum 15 points)
Demonstration of involvement in comparable promotional campaigns, demonstrated through short introduction of team members. Higher points will be given for teams that have managed multi-channel strategies (e.g., digital, print, events) targeting agricultural products, food or sustainability focused promotions.
To achieve maximum points:
• Team members have significant involvement in comparable multi-channel campaigns (Max 5 points)
• Team has experts that were involved in the referenced promotion projects. (Max 5 points)
• Clear descriptions of roles, responsibilities, and outcomes achieved in past projects. (Max 5 points)

Liste und kurze Beschreibung der Auswahlkriterien

Team Structure and Project Management Capability (Maximum 20 points])
The proposed team structure will be assessed based on the alignment of roles and ability to plan, implement, and monitor multi-channel campaigns effectively. Higher points will be awarded for teams with a well-defined structure where roles and responsibilities are distributed logically and strategically (e.g., dedicated project manager, content creators, event managers etc.).
To achieve maximum points:
• Well-defined team structure with roles logically distributed and clearly aligned with campaign objectives and the structure includes key positions (Max 10 points)
• Evidence of advanced project management capabilities, including the use of tools and processes for tracking progress and measuring KPIs. (Max 10 points)

Liste und kurze Beschreibung der Regeln und Kriterien

Innovation and Creativity (Maximum 10 points)
The level of innovation and creativity in proposed strategies will be assessed
To achieve maximum points :
• Innovative approaches, such as the use of novel technologies, creative storytelling, or unique audience engagement methods. (Max 5 points)
• Clearly articulated strategies showcasing originality and alignment with the objectives of the campaign. (Max 5 points)

Liste und kurze Beschreibung der Regeln und Kriterien

Financial Offer: (Maximum 30 points):
Lowest priced offer will receive 30 points. Highest priced offer will receive 0 points. All other offers will receive 15 points.
Bidders are required to submit their offers in a transparent manner, clearly itemizing the actual costs associated with the implementation of the project and specifying the management fee separately.