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)

Work on the Planning and Production of 1-2 new TV spots (depending on SB ad plan) that will replace Benched and Water Main by end of FY and score: Kantar above for 85 STSL and 75 for Power. Weight 50% each.

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.

Leverage existing Hispanic campaign for BiCulturals to refresh messaging to be around Diabetes vs. Hearth Health by September 2025.

Work with digital HM agency to deliver a first-ever ADA pledge that sets up AFM to become the champions of Hispanic health in the US.

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)

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

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.

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)

Partner with new Brand Creative AOR and R+A team to finalize Brand Diamond for AFM, building off research conducted in FY25, to be presented out at the Planning 2027 Workshop.

Partner with Alvaro and R+A team to formulate an AFM training around How Brands Grow, leveraging learnings from the newly released Part 2 book, and incorporate into Planning FY27 Process.

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.

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

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.

Partner with Beautiful Beast to extend current campaign idea anchored in the new long-term Cinco strategy presented in 2024 by May 2026 and surprass Neurons Testing Benchmarks XX on memory and XX engagement. Weight 50% each.

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

Lead the RFP for a new Creative AOR resulting in awarding new agency by January 2026.

Partner with new Creative AOR to update Comms Grid logo lock-ups/visuals and gain alignment by Senior Leadership by January 2026.

Partner with Alvaro, R+A team and cross-departmentally to roll out process for defining and measuring innovaton at AFM as part of the FY27 Planning pocess, using either Kellogg or another program's approach.

Conduct a lifetsyle shoot in partnership with new Creative AOR to create a library of assets for future use, by end of Fiscal Year 26.

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

Partner with new Creative AOR to Finalize Brand Book to include new Brand Diamond and new lifestyle photography by end of Fiscal 2026.

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

Deliver the 27FY Super Bowl (online and offline) strategy and agency recommendation during Planning, gaining alignment by the end of May 2026.