Sell in a total of 41.5K EQ bins for the entire OND season (excludes SGK). Meet minimum EQ individual share of 38% from total. 70% of score will be based on meeting total EQ goal and 30% will be based on meeting individual EQ share.

Increase overall OND consumption by 1% as measured by Circana (unit lift - weeks 13-25).

Deploy national volume contest in December in at least 7 accounts. Achieve a 15% volume/unit lift for all participating accounts. Targeting participation from 30 accounts. Score will be based 50% on achieving unit lift, 25% on achieving individual accounts contribution and 25% on achieving participation of 30 accounts.

Reach a combined account specific redemption rate of 20% for all retail specific loyalty offers during September.

Reach a 6% redemption rate on the coupon bags for each wave.

Sell in national coupon bags (OND, BIG Game, Cinco)  with a total of 8MM bags 

Deploy a coupon plan focused on 50% targeted and 50% non targeted approach

Reach a combined account specific redemption rate (shopper SPAS and/or trade) of 18% by end of year.

Develop a May 2025  - August 2025 market and retail specific summer plan and approach by February 2025 and implement by May 2025.. 

Activate AFM molcajete bins in-store in September. Target projected unit of +5%. Provide a final recap that includes absolute or percentage volume results compared to previous year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

Activate a digital coupon offer in OND for bulk and/or bags. Prior to program launch regional director must provide a projected unit or volume lift target for targeted week/s. Provide a final recap that includes absolute or percentage volume results compared to previous year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

Activate a digital coupon offer in OND for bulk and/or bags. Prior to program launch regional director must provide a projected unit or volume lift target for targeted week/s. Provide a final recap that includes absolute or percentage volume results compared to previous year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

Activate a digital coupon offer in OND for bulk and/or bags. Prior to program launch regional director must provide a projected unit or volume lift target for targeted week/s. Provide a final recap that includes absolute or percentage volume results compared to previous year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

Develop and sell-in a shopper marketing program featuring the Miami Dolphins partnership at SEG by December 31st.

Activate a digital coupon offer in Feb or Mar for bulk and/or bags. Prior to program launch regional director must provide a projected unit or volume lift target for targeted week/s. Provide a final recap that includes absolute or percentage volume results compared to previous year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

Collaborate with the FS team to secure 1 handheld partnership in a retail foodservice footprint that helps us drive incremental sales to produce and deli.

Develop a national Big Game seasonal program to reinforce guac occasion with a sell in of 115K EQ bins. Meet minimum EQ individual share of 38% from total. 70% of score will be based on meeting total EQ goal and 30% will be based on meeting individual EQ share.

Deploy national volume contest in March in at least 7 accounts. Achieve a 11% volume/unit lift for participating accounts. Targeting participation from 30 accounts. Score will be based 50% on achieving unit lift, 25% on achieving individual accounts contribution and 25% on achieving participation of 30 accounts.

Target a 4 % unit lift in Publix,  10% in Kroger and 3% Food Lion - Lift vs PY (resulting in a positive lift target).  Lift numbers can be changed in advance of the program start date pending change in timeframe.

Target a 11% redemption at Publix, 44% redemption at Kroger, 8% redemption Food Lion.

Develop and deploy a partnership with Dave's Killer Brand in a top tier 1 account in the South Atlantic. 

Target a unit lift 15% vs YAG based on a 3 year CAGR. Targeted lift can be updated by preseningt a unit lift proposal prior to the launch the program.

Develop a national Cinco seasonal program wtith a national partner to reinforce guac occasion with a sell in of 54K EQ bins. Meet minimum EQ individual share of 38% from total. 70% of score will be based on meeting total EQ goal and 30% will be based on meeting individual EQ share.

Sell in our Education packaging to a first time Tier 1 or 2 account (outside of Aldi's and Costco)

Develop a national Susan G Komen program to reinforce the company wide cause related partnership with a sell in of 43k EQ bins. Meet minimum EQ individual share of 55% from total. 70% of score will be based on meeting total EQ goal and 30% will be based on meeting individual EQ share.

Develop and deploy custom portable solutions in one Tier-1 or Tier-2 account.

 Develop a portable merchandising plan and achieve a sell-in of 63k EQ equivalized portables in addition to our seasonal bin displays. Meet minimum EQ individual share of 40% from total. 70% of score will be based on meeting total EQ goal and 30% will be based on meeting individual EQ share.

Develop a May 2025  - August 2025 market and retail specific summer plan and approach by February 2025 and implement by May 2025.. 

Develop and sell in our H&W packaging to a first time Tier 1 or 2 account (outside of Aldi's and Costco).

Collaborating with the Shopper Team, develop and sell in a H&W shopper power account campaign in Food Lion inclusive of the H&W totes bags by June 2025

Develop and deploy a private label in-store perimeter campaign delivering 1.75 %  units sales lift.

Deploy turnkey kits in a minimum of one Tier 1 and/or Tier 2 retail account.

Sell in AFM End Cap Solution in one Tier 1-2 account. Achieve a unit volume lift of +10% vs previous year. 70% of score will be based on the sell in and 30% on achieving the volume unit lift.

Collect photographic evidence of SGK, OND, SB, and Cinco and provide a photo presentation for each tentpole.

Collaborate with R&A and provide all post analytic/post mortem in support of all national and account specific programming within 6 weeks of program end date.

Achieve greater than a 12% recognition score for in-store ads in the CMT by June 2025.

Maintain an 80% working dollar spend in our overall Shoppper/Trade & Foodservice budget 

In collaboration with AFM research & analytics team create and present 26 category reviews for Tier 1-2 accounts. Individual contribution of 4 category reviews. 75% of score will be based on individual contribution and 25% on achieving 26 in total.