Develop campaign concept, learn from neurons creative insights and pass testing by December 19, 2025

Activate the You Got Jingled IRL event in at least 1 location, creating a recap video highlighting the experiece that delivers XX Video Views, extending the content digitally by May 2026, and create the roll-out strategy to continue to leverage in FY27.

Deliver 8.71MM Organic Impressions that carry brand GM message in Single the Jingle and Bring the Good Campaigns.

Increase AFM unaided brand awareness among non-Hispanics from 28.6% to 31.8%. (source: CMT)

Increase AFM brand preference among non-Hispanics from 47.2% to 49.1%. (source: CMT)

Development and asset delivery by September 22, 2025

Launch by September 29, 2025

Produce kits, promote and run competition and award prizes by 3 November 2025

Generate 27.8MM Organic Impressions as part of the OND Campaign.

Continue to leverage partnership with College Football to drive increase from 24.7% to 25.2% in AFM association with College Football (CFB) at the end of Jan 2026.

Launch by Steptember 11, 2025

Generate 968K Organic Impressions as part of the Refreshed HM campaign and via strategic partnerships.

Increase AFM unaided brand awareness among Hispanics from 39.6% to 42.3%. (source: CMT)

Maintain AFM brand preference among Hispanics at 63.3%. (source: CMT)

Launch by September 12 2025

Development and asset delivery by September 11, 2025

Launch new Avocado Intelligence tool in partnership with 270B by September 2025.

Generate 1,34MM Organic Impressions as part of the EDU Refreshed Campaign.

Increase knowledge score among non-Hispanics from 3.08 to 3.11 by end of FY. (source: CMT)

Increase Hispanic Education knowledge score from 3.47 to 3.49 by end of FY. (source: CMT)

 Development and asset delivery by September 15, 2025

Launch by September 22, 2025

Launch first-ever Pledge that removes barriers for consumers to get screenings as part of our SGK campaign by October 2025.

Launch SGK digital campaign that delivers 1,540,976 Organic Impressions.

Development and asset delivery by December 12, 2025

Launch by January 5 2026

Launch first-ever H+W digital campaign in partnership with the ADA that delivers on Good Fats/Heart Health messaging during key Jan-Mar timeframe.

Launch ADA H&W campaign that delivers 1,310,000 Organic Impressions.

Increase good fats unaided awareness among non-Hispanics from 62.5% to 62.9%. (source: CMT)

Increase good fats unaided awareness among Hispanics from 57.3% to 58.4%. (source: CMT)

Development and asset delivery by December 12, 2025

Create a new aligned-to framework for measuring digital success in Super Bowl in conjunction with new Digital Agency (VML) by December 2025.

Launch by January 5, 2026

Generate 1.65B (***WIP - TBD***) Potential Reach & Impressions during SB Campaign

Partner with 270B, new Digital Agency and PR team to deliver an innovative technology around Prediction Pit that extends our SB campaign reach and buzz-worthiness and launch it the second week of January 2026 and delivering 5 unique headlines and features outside of Press Release Pickup.

Present a launch idea to support the campaign by mid-February.

Development and asset delivery by April 13, 2025

Launch by April 20, 2025

Deliver 18,017,200 Organic Impressions with Cinco Digital Campaign.

Increase AFM's Unaided Brand Association from 1.5% to 1.8%. (source: Cinco Day-After Study).

Partner with new Digital AOR to formalize social Strategy via a Playbook; to be presented out by November 2025.

Partner with new Digital AOR to launch Ambassador Program that allows us to tap into influencers to be more always on in culture by November 2025.

Partner with USDA and Agency partners for launch of first-ever Merch AvoStore/limited edition Drops to continue to build brand awareness and feed into pop culture by May 2026.

Partner with new Digital AOR and 270B to launch tech idea that continues to build AFM brand awareness via our key distinctive assets and delivers 76K conversations at an 11% conversation rate (50% on conversations and 50% on conversion rate)

Execute a revitalized monthly content plan for Pinterest and YouTube (10 months)

Host all-company session to circulate knoweldge on either digital ways of working or course insights by June 2026 

Integrate Sprinklr with agency for content management, reporting and community management by October 2025

Lead FY27 Digital planning and presentation development with agency and crossfunctional partners by June 2026

Increase Brand Equity score from 55.7 to 56.6 for GM and 55.5 to 56.1 for HM. Weight each 50%.

Manage SEO performance and obtain flat organic traffic sessions by end of FY26 at 353,709.

Develop and present an annual website performance report focusing broadly on content performance, user behaviors and opportunities to improve digital user experience before the endo FY and improve our core Google website vitals score of Mobile from 79 > 85 and Desktop from 84 > 94 while increasing Pages Per Session to 1.7 from 1.52 and E.R. from 63% to 66%. Weight each 25%.

Attain 8,250 Page 1 Keyword Rankings and 42MM SERP Impressions (50%)

Continue protocol for password management across agencies, quarterly password resets for all social channels, reassessment of user access

Work on the monthly budget file and complete the adaptive exercise each month. External Budgets & Billing Management: Manage VML, 270B, Beautiful Beast, D Custom, and Social Toaster billing process throughout the year by monthly tracking the budget ledger, making sure to submit and record estimates and purchased orders on campaign projects.

Lead and execute social strategy to leverage Pati Jinich social content calendar from August '25-June '26

Plan and execute all social toaster campaigns for the company from Aug'25-June'26 for each campaign.