Implementation Body - Advertising Agency _ Promotion Campaign Vietnam

Naturland - Verband für ökologischen Landbau e.V.

Deadline

Die Frist für den Eingang der Angebote war 2025-02-25. Die Ausschreibung wurde veröffentlicht am 2025-01-24.

Wer?

• Naturland - Verband für ökologischen Landbau e.V.

Wie?

• Dienstleistungen für Unternehmen: Recht, Marketing, Consulting, Einstellungen, Druck und Sicherheit

Wo?

• Köln › Bonn, Kreisfreie Stadt
• Oberbayern › München, Landkreis

Geschichte der Beschaffung

Datum	Dokument
2025-01-24	Auftragsbekanntmachung

Auftragsbekanntmachung (2025-01-24)
Objekt
Umfang der Beschaffung
Titel: Implementation Body - Advertising Agency _ Promotion Campaign Vietnam
Referenznummer: PCVIET_012025
Kurze Beschreibung: Implementation Body - Advertising Agency _ Promotion Campaign Vietnam
Art des Vertrags: Dienstleistungen
Produkte/Dienstleistungen: Dienstleistungen für Unternehmen: Recht, Marketing, Consulting, Einstellungen, Druck und Sicherheit 📦
Geschätzter Wert ohne MwSt: 1 250 000 EUR 💰
Beschreibung
Interne Kennung: LOT-0001
Titel: Advertising_Implementation Agency
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

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

Land: Vietnam 🇻🇳
Ort der Leistung: München, Landkreis 🏙️
Dauer: 36 Monate
Dauer
Datum des Beginns: 2026-01-01 📅
Datum des Endes: 2028-12-31 📅
Vergabekriterien
Qualitätskriterium (Bezeichnung): Quality and coherence of the strategy and argumentation for the proposed measures - clarity of the verbal presentation and their rationale in alignment with the country demographics. It is easy to follow the presentation (Maximum 10 points) Kindly see the "Invitation to Tender" file for the details of the envisaged tender process
Titel
Los-Identifikationsnummer: LOT-0001

Verfahren
Art des Verfahrens
Offenes Verfahren ✅
Rechtsgrundlage: Richtlinie 2014/24/EU
Zentrale Elemente des Verfahrens: Directive 2014/24/EU - Open Procedure
Administrative Informationen
Frist für den Eingang von Angeboten oder Teilnahmeanträgen: 2025-02-25 12:00:00 📅
Bedingungen für die Öffnung der Angebote: 2025-02-25 13:00:00 📅
Sprachen, in denen Angebote oder Teilnahmeanträge eingereicht werden können: Englisch 🗣️
Mindestzeitraum, in dem der Bieter das Angebot aufrechterhalten muss: 15 Monate
Informationen über die Reduzierung der Anzahl von Lösungen oder Angeboten während der Verhandlungen oder des Dialogs
Rückgriff auf ein gestaffeltes Verfahren, um die Zahl der zu erörternden Lösungen oder zu verhandelnden Angebote schrittweise zu verringern ✅
Bedingungen für die Einreichung eines Angebots
Die Bieter können mehrere Angebote einreichen
Eröffnungstermin: 2025-02-25 13:00:00 📅
Elektronische Rechnungsstellung: Erforderlich
Die elektronische Bestellung wird verwendet ✅
Elektronische Zahlung wird verwendet ✅
Zusätzliche Informationen:

Naturland e.V. reserves the right to ask questions of the bidders if there are any uncertainties regarding the documents submitted.

Rechtliche, wirtschaftliche, finanzielle und technische Informationen
Bedingungen für die Teilnahme
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)

Wirtschaftliche und finanzielle Leistungsfähigkeit
Liste und kurze Beschreibung der Auswahlkriterien:

Proof of minimum turnover of EUR 1.000,000 in the last 3 years (e.g. audited financial statements or Management Accounts or Tax Declarations)

Technische und berufliche Fähigkeiten

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.

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)

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)

Bedingungen für die Teilnahme
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)

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.

Ausschlussgrund:

Beteiligung an einer kriminellen Vereinigung

Betrugsbekämpfung

Der Zahlungsunfähigkeit vergleichbare Lage gemäß nationaler Rechtsvorschriften

+ 18 weitere

Einstellung der gewerblichen Tätigkeit

Entrichtung von Steuern

Geldwäsche oder Terrorismusfinanzierung

Interessenkonflikt aufgrund seiner Teilnahme an dem Vergabeverfahren

Kinderarbeit und andere Formen des Menschenhandels

Konkurs

Korruption

Rein innerstaatliche Ausschlussgründe

Schwere Verfehlung im Rahmen der beruflichen Tätigkeit

Terroristische Straftaten oder Straftaten im Zusammenhang mit terroristischen Aktivitäten

Vereinbarungen mit anderen Wirtschaftsteilnehmern zur Verzerrung des Wettbewerbs

Vergleichsverfahren

Verstoß gegen arbeitsrechtliche Verpflichtungen

Verstoß gegen sozialrechtliche Verpflichtungen

Verstoß gegen umweltrechtliche Verpflichtungen

Verwaltung der Vermögenswerte durch einen Insolvenzverwalter

Vorzeitige Beendigung, Schadensersatz oder andere vergleichbare Sanktionen

Zahlung der Sozialversicherungsbeiträge

Beschreibung der Ausschlussgründe:

Has the economic operator itself or any person who is a member of its administrative, management or supervisory body or has powers of representation, decision or control therein been the subject of a conviction by final judgment for…

… participation in a criminal organisation, by a conviction rendered at the most five years ago or in which an exclusion period set out directly in the conviction continues to be applicable? As defined in Article 2 of Council Framework Decision 2008/841/JHA of 24 October 2008 on the fight against organised crime (OJ L 300, 11.11.2008, p. 42).

… corruption, by a conviction rendered at the most five years ago or in which an exclusion period set out directly in the conviction continues to be applicable? As defined in Article 3 of the Convention on the fight against corruption involving officials of the European Communities or officials of Member States of the European Union, OJ C 195, 25.6.1997, p. 1, and in Article 2(1) of Council Framework Decision 2003/568/JHA of 22 July 2003 on combating corruption in the private sector (OJ L 192, 31.7.2003, p. 54). This exclusion ground also includes corruption as defined in the national law of the contracting authority (contracting entity) or the economic operator. "

… fraud, by a conviction rendered at the most five years ago or in which an exclusion period set out directly in the conviction continues to be applicable? Within the meaning of Article 1 of the Convention on the protection of the European Communities' financial interests (OJ C 316, 27.11.1995, p. 48).

… terrorist offences or offences linked to terrorist activities, by a conviction rendered at the most five years ago or in which an exclusion period set out directly in the conviction continues to be applicable? As defined in Articles 1 and 3 of Council Framework Decision of 13 June 2002 on combating terrorism (OJ L 164, 22.6.2002, p. 3). This exclusion ground also includes inciting or aiding or abetting or attempting to commit an offence, as referred to in Article 4 of that Framework Decision.

… money laundering or terrorist financing, by a conviction rendered at the most five years ago or in which an exclusion period set out directly in the conviction continues to be applicable? As defined in Article 1 of Directive 2005/60/EC of the European Parliament and of the Council of 26 October 2005 on the prevention of the use of the financial system for the purpose of money laundering and terrorist financing (OJ L 309, 25.11.2005, p. 15).

… child labour and other forms of trafficking in human beings, by a conviction rendered at the most five years ago or in which an exclusion period set out directly in the conviction continues to be applicable? As defined in Article 2 of Directive 2011/36/EU of the European Parliament and of the Council of 5 April 2011 on preventing and combating trafficking in human beings and protecting its victims, and replacing Council Framework Decision 2002/629/JHA (OJ L 101, 15.4.2011, p. 1).

Has the economic operator breached its obligations relating to the payment…

… of taxes, both in the country in which it is established and in Member State of the contracting authority or contracting entity if other than the country of establishment? Has this breach of obligations been established by means other than a judicial or administrative decision? If this breach of obligations was established through a judicial or administrative decision, was this decision final and binding? Has the economic operator fulfilled its obligations by paying or entering into a binding arrangement with a view to paying the taxes or social security contributions due, including, where applicable, any interest accrued or fines?

… social security contributions, both in the country in which it is established and in Member State of the contracting authority or contracting entity if other than the country of establishment? Has this breach of obligations been established by means other than a judicial or administrative decision? If this breach of obligations was established through a judicial or administrative decision, was this decision final and binding? Has the economic operator fulfilled its obligations by paying or entering into a binding arrangement with a view to paying the taxes or social security contributions due, including, where applicable, any interest accrued or fines?

Has the economic operator, to its knowledge, breached its obligations in the field of…

… environmental law? As referred to for the purposes of this procurement in national law, in the relevant notice or the procurement documents or in Article 18(2) of Directive 2014/24/EU. Have you taken measures to demonstrate your reliability ("Self-Cleaning")

… social law? As referred to for the purposes of this procurement in national law, in the relevant notice or the procurement documents or in Article 18(2) of Directive 2014/24/EU. Have you taken measures to demonstrate your reliability ("Self-Cleaning")

… labour law? As referred to for the purposes of this procurement in national law, in the relevant notice or the procurement documents or in Article 18(2) of Directive 2014/24/EU. Have you taken measures to demonstrate your reliability ("Self-Cleaning")

Is the economic operator bankrupt? This information needs not be given if exclusion of economic operators in this case has been made mandatory under the applicable national law without any possibility of derogation where the economic operator is nevertheless able to perform the contract.

Is the economic operator the subject of insolvency or winding-up? This information needs not be given if exclusion of economic operators in this case has been made mandatory under the applicable national law without any possibility of derogation where the economic operator is nevertheless able to perform the contract

Is the economic operator in arrangement with creditors? This information needs not be given if exclusion of economic operators in this case has been made mandatory under the applicable national law without any possibility of derogation where the economic operator is nevertheless able to perform the contract.

Is the economic operator in in any analogous situation like bankruptcy arising from a similar procedure under national laws and regulations? This information needs not be given if exclusion of economic operators in this case has been made mandatory under the applicable national law without any possibility of derogation where the economic operator is nevertheless able to perform the contract.

Are the assets of the economic operator being administered by a liquidator or by the court? This information needs not be given if exclusion of economic operators in this case has been made mandatory under the applicable national law without any possibility of derogation where the economic operator is nevertheless able to perform the contract.

Are the business activities of the economic operator suspended? This information needs not be given if exclusion of economic operators in this case has been made mandatory under the applicable national law without any possibility of derogation where the economic operator is nevertheless able to perform the contract.

Has the economic operator entered into agreements with other economic operators aimed at distorting competition

Is the economic operator guilty of grave professional misconduct? Where applicable, see definitions in national law, the relevant notice or the procurement documents.

Is the economic operator aware of any conflict of interest, as indicated in national law, the relevant notice or the procurement documents due to its participation in the procurement procedure?

Has the economic operator or an undertaking related to it advised the contracting authority or contracting entity or otherwise been involved in the preparation of the procurement procedure?

Has the economic operator experienced that a prior public contract, a prior contract with a contracting entity or a prior concession contract was terminated early, or that damages or other comparable sanctions were imposed in connection with that prior contract?

Can the economic operator confirm that: a) It has been guilty of serious misrepresentation in supplying the information required for the verification of the absence of grounds for exclusion or the fulfilment of the selection criteria, b) It has withheld such information, c) It has not been able, without delay, to submit the supporting documents required by a contracting authority or contracting entity, and d) It has undertaken to unduly influence the decision making process of the contracting authority or contracting entity, to obtain confidential information that may confer upon it undue advantages in the procurement procedure or to negligently provide misleading information that may have a material influence on decisions concerning exclusion, selection or award?

Other exclusion grounds that may be foreseen in the national legislation of the contracting authority's or contracting entity's Member State. Has the economic operator breached its obligations relating to the purely national grounds of exclusion, which are specified in the relevant notice or in the procurement documents?

Öffentlicher Auftraggeber
Name und Adressen
Name: Naturland - Verband für ökologischen Landbau e.V.
Nationale Registrierungsnummer: Vereinsregister: 10697, München
Postanschrift: Kleinhaderner Weg 1
Postleitzahl: 82166
Postort: Gräfelfing
Region: München, Landkreis 🏙️
Land: Deutschland 🇩🇪
Kontaktperson: Team Project Management
E-Mail: projects@naturland.de 📧
Telefon: 000 📞
Fax: 000 📠
URL: https://www.naturland.de/en/ 🌏
Federführendes Mitglied ✅
Adresse des Käuferprofils: https://www.naturland.de/en/naturland/who-we-are.html 🌏
Art des öffentlichen Auftraggebers
Einrichtung des öffentlichen Rechts
Haupttätigkeit
Umwelt
Kommunikation
Dokumente URL: https://www.evergabe.de/unterlagen/01948dea-37cf-4cb7-97db-4aebc9a06fa7/zustellweg-auswaehlen 🌏
Teilnahme-URL: https://www.evergabe.de/unterlagen/01948dea-37cf-4cb7-97db-4aebc9a06fa7/zustellweg-auswaehlen 🌏
Sprache des Beschaffungsdokuments: Englisch 🗣️
Elektronische Einreichung: Zulässig

Ergänzende Informationen
Körper überprüfen
Name: Naturland - Verband für ökologischen Landbau e.V.
Nationale Registrierungsnummer: Vereinsregister: 10697, München
Postanschrift: Kleinhaderner Weg 1
Postleitzahl: 82166
Postort: Gräfelfing
Region: München, Landkreis 🏙️
Land: Deutschland 🇩🇪
Kontaktperson: Team Project Management
E-Mail: projects@naturland.de 📧
Telefon: 000 📞
Fax: 000 📠
URL: https://www.naturland.de/en/ 🌏
Informationen über elektronische Arbeitsabläufe
Die elektronische Rechnungsstellung wird akzeptiert
Bekanntmachungsangaben
Bevorzugtes Datum der Veröffentlichung: 2025-01-24+01:00 📅
Quelle: OJS 2025/S 018-055563 (2025-01-24)

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