Maintain Healthy/Nutritious Recall GM at 30% on Spring Brand Tracker

Increase Healthy/Nutritious Recall HM from 23% to 25% on Spring Brand Tracker

Increase good fats unaided awareness GM from 47% to 50% on Spring Brand Tracker

Increase good fats unaided awareness HM from 30% to 33% on Spring Brand Tracker

Deliver 390 Million social Impressions (50% of the goal) & 950K Link Clicks (50% of the goal) that carry the AFM GM H&W message

Launch a H&W Hispanic campaign that ties to Super Bueno and deliver 55M impressions (70% of the goal) & 134K Link Clicks (30% of the goal)

Deliver 7.6M Video Views for the Super Bowl Campaign

Deliver 330 Million social Impressions (70% of the goal) & 133K Link Clicks (30% of the goal) for the Super Bowl Campaign

Collaborate with internal teams to execute the elements of the ESPN College Football and form a POV on continuing (or not) the program by FY25 Planning.

Increase unaided brand awareness in the GM from 25% to 27%

Increase Brand Preference GM from 51% to 52%

Deliver 300 million Impressions (linear + OTT + Audio) for the GM Brand campaign offline.

Deliver 30M Video Views that carry brand GM message

Deliver 152 Million social Impressions (70% of the goal) & 233K Link Clicks (30% of the goal) that carry brand GM message

Achieve 67% Reach / 6 Freq on the GM Offline Brand Campaign. Provide results by June 2024. Score: 50% Reach and 50% Frequency

Increase unaided brand awareness in the Hispanic Market from 40% to 42% (Excluding English preferred)

Increase Brand Preference HM from 65% to 70% (Excluding English Preferred)

Achieve 59% Reach / 4.9 Freq on the Hispanic Offline Brand Campaign. Provide results by June 2024. Score: 50% Reach and 50% Frequency

Deliver 11.5M Video Views that carry brand HM message 

Deliver 59 Million social Impressions (70% of the goal) & 208K Link Clicks (30% of the goal) that carry brand HM message 

Deliver 68M Impressions of the Jingle Awards Campaign 

Deliver 27M Audio Impressions for the Jingle Awards Campaign

Increase TV correct branding GM from 42% to 44%

Increase DIGITAL correct branding GM from 51% to 52%

Develop proposal and present new Paid Media reporting structure by February

Provide 3 tech/media opportunities by March for Planning 1

Collaborate with Data Analytics to develop a proposal on enhanced paid media tagging & tracking and present during FY25 Planning

Improve execution of SEM campaigns and increase AFM impression share <10% . Deliver a report showcasing comparisson results.

Develop an assessment of new Targeting approach (Converge) and present a POV by the end of the Fiscal.

Execute DisQuo for performance measurement on the Brand Campaign and provide learnings by the end of the Fiscal

Coordinate 2 Media Touchponts with top management to discuss Media performance and recommedations. First iteration in January, and a second in June with a recap overview.

Attain 13MM Video views with the Cinco de Mayo Messaging

Deliver 126MM Social Impressions with Cinco Digital Campaign

Increase from 0.7% to 1% of AFM's unaided Food Brand Association on the Cinco day After Survey

Deliver 461K Link Clicks to the Education landing pages 

Develop an Education influencers campaign (UGC) and deliver 40M paid impressions

Increase education score among non-Hispanics from 3.36 to 3.43 by Spring 2024

Maintain Hispanic Education knowledge score at 3.89 (Spring Brand Tracker)

Revise and establish new Media Trafficking Process cross-functionaly and walkthrough the template with Agencies and Digital team by December

Collaborate with Research team on a solution to tie media campaign results to CMT data to analyse trends and measure overall impact by FY25 Planning

Conduct ROI analysis to determine impact of marketing activities on retail volume performance and recommend areas for future allocations. Present an analysis during planning season with recommendations for FY25

Increase Attitudinal Equity score from 6.1% to 6.3%