TRAFFICKING ASSETS:  Lead Media Trafficking and ensure seamless Campaign Launch for Digital Campaign inclusive of Entertaintment/Award Season by January 12.

GM IRL ACTIVATION: Recap video highlighting the You Got Jingled IRL event delivers XX Video Views. NEED DIGITAL METRICS BY DEC 17

GM VIDEO VIEWS: Deliver XM Video Views that carry brand GM message in Single the Jingle and Bring the Good Campaigns NEED DIGITAL METRICS BY DEC 17

GM DIGITAL IMPRESSIONS: Deliver XM Paid Digital Impressions that carry brand GM message in Single the Jingle and Bring the Good Campaigns NEED DIGITAL METRICS BY DEC 17

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)

Maintain GM TV Campaign net recognition at 28.3% and maintain net brand linkage at 56.7% among non-Hispanics ages 25-54. Weight 50% each metric. (source: CMT)

Increase Digital Brand GM Campaign net recognition from 22.7% to 23.2% and maintain correct net brand linkage at 54.7% among non-Hispanics ages 25-54. Weight 50% each metric. (source: CMT)

GM Brand Wrap Report: Deliver initial wrap report 5 weeks after end of campaign (July 6, 2026)

GM OFFLINE CAMPAIGN: Deliver 160.89MM GM Offline (Linear + OTT) Impressions & 85.71MM in Audio for the Brand GM Campaign.

TRAFFICKING ASSETS:  Lead Media Trafficking and ensure seamless Campaign Launch by October 6

AVOSQUAD DIGITAL CAMPAIGN: Build on AvoSquad (previously called AvoFans) IRL experience for the second year during OND and deliver 10.7MM Impressions & 1.5MM Video Views (50% Weight each).

FOOTBALL DIGITAL CAMPAIGN: Partner with Shopper team to launch 360 Win Your Watch Party campaign on CFP/Always a Good Play messaging and that delivers 151.7MM Paid Digital Impressions (50% weight) and 14.1MM Video Views (50% weight) during OND timeframe.

Deliver 50.63 offline Impressions with ESPN & UGA partnerships during OND.

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.

CFP NATIONAL SHOPPER OFFER: Support Shopper team to execute the national CFP snack offer saving $2 off 4 avocados. Drive XX Redemptions. 50% of the score will support the development/execution and 50% for achieving the benchmarks.

Football Wrap Report: Deliver digital wrap report 5 weeks after end of campaign (Feb 18, 2026)

TRAFFICKING ASSETS:  Lead Media Trafficking and ensure seamless Campaign Launch by September 15

HM BRAND CAMPAIGN: Continue to leverage revamped version of current Hispanic campaign for BiCulturals that delivers on a Heritage and Health message and delivers XXMM Paid Digital Impressions (25% weight) and XXMM Video Views (75% weight)  Final planned numbers to be submitted September 4. 

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)

Maintain Digital Brand HM Campaign net recognition at 23.2% and achieve 54.1% correct net brand linkage among Hispanics ages 25-49. Weight 50% each. (source: CMT)

HM Brand Wrap Report: Deliver wrap report 5 weeks after end of campaign (July 6, 2025)

TRAFFICKING ASSETS:  Support H&W Media Trafficking and ensure seamless Campaign Launch January 5.

H&W DIGITAL CAMPAIGN: Launch ADA H&W campaign that delivers on the AFM GM H&W message of Good Fats and Zero Sugar and delivers XMM  Paid Digital Impressions (60% weight) and XK LPV (40% weight) 

H&W Wrap Report: Deliver initial wrap report 5 weeks after end of campaign (May 5, 2026)

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)

TRAFFICKING ASSETS:  Lead Media Trafficking and ensure seamless Campaign Launch by September 25.

Deliver 480K LPV to the Education landing page.

Continue to leverage our Education Always Good To Know Gameshow digital campaign to complement our base campaign and deliver 16.9MM Video Views.

Education Wrap Report: Deliver initial wrap report 5 weeks after end of campaign (May 5, 2026)

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)

Execute first-ever Awards Season concept in partnership with Havas and VML by January 2026.

Deliver XX Offline Impressions during campaign. NEED METRICS BY DEC 17

Deliver XX Digital Impressions during campaign. NEED DIGITAL METRICS BY DEC 17

AWARDS SEASON WRAP REPORT: Deliver paid digital wrap report 5 weeks after end of campaign (April 22, 2026)

TRAFFICKING ASSETS:  Lead Media Trafficking and ensure seamless Campaign Launch by April 15

Deliver XM Paid Digital Impressions with Cinco Digital Campaign and attain XM Video Views with the Cinco de Mayo Messaging. Measure objective 40% Paid Impressions and 60% Video Views.

DIGITAL METRICS PROVIDED MARCH 6

CINCO WRAP REPORT: Deliver wrap report 5 weeks after end of campaign (June 10, 2026)

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

EXECUTIVE SCORECARD: Align with leadership and Partner with R&A to develop Executive Scorecard by October

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

Develop and present key ways of working to Ro2 on ways to partner better. Present POV at end of year if able to achieve the desired/presented goals (prior to June 30)

LUNCH & LEARN: Present 1x lunch and learns to team throughout the year

MEDIA DASHBOARD: Mantain, QA and continue to evolve Dashboard throughout the fiscal year

DISQO PERFORMANCE: Execute DISQO for performance measurement on the overall campaign strategy and provide learnings by June 30

RETAIL MEDIA ACTIVATION: Develop a retail media activation plan for the designated Tier 1 accounts (Walmart (2), Kroger (1) and HEB (1) and execute 4 activations no later than April 30, 2026.  Present proposed benchmark metrics prior to the implementation of program for each account. Achieve benchmark metrics for each participating account. Each account result will be weighted 25%.

SEM: Deliver 244.7K clicks and increase impression share above 12%. Weight 50% each.

Media Peformance Report:  Provide monthly (x9) updates on campaign performance and optimizations made using Dashboard. 

Ad Fraud: Monitor programmatic inventory quality and report decrease on low quality, MFA, etc inventory at the end of the fiscal. 

TRAFFICKING ASSETS: Lead Media Trafficking and ensure seamless Campaign Launch by January 12

Deliver XM Paid Digital Impressions & X Landing Page Views for the Digital SB Campaign around Guac Guru. Weight each 50%.

Deliver XXM Video Views with Guac Guru.

Deliver wrap report 5 weeks after end of campaign (March 18, 2026)