Deliver 160.89MM GM Offline (Linear + OTT) Impressions & 85.71MM in Audio for the Brand GM Campaign. Weight 50% each metric.

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 8,710,000 Organic Impressions that carry brand GM message in Single the Jingle and Bring the Good Campaigns.

Deliver XM Video Views that carry brand GM message in Single the Jingle and Bring the Good Campaigns.

Deliver XM Paid Digital 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)

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.

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 14.2MM Video Views (50% weight) during OND timeframe.

Generate 28 Million Organic Impressions as part of the OND Campaign.

Deliver 52.88MM offline Impressions with ESPN & UGA partnerships during OND. Number includes Added Value.

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).

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. (PENDING DEFINITION OF SUCCESS METRICS. NEED TO UPDATE BEFORE LAUNCH)

Generate 1 million Organic Impressions as part of the Refreshed HM campaign and via strategic partnerships.

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 for core campaign (50% weight) and XXMM Video Views for HM Pledge (25% weight).

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 SGK digital campaign that delivers on a Screening and Prevention messaging and delivers 88.7MM Impressions.

Launch SGK digital campaign that delivers 1,550,000 Organic Impressions.

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.

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).

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.

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 76,000 conversations at an 11% conversion rate (Weight 50% on conversations and 50% on conversion rate).

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

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.

Generate 1,350,000 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)

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

Deliver XX Impressions during campaign.

Deliver 18,000,000 Organic Impressions with Cinco Digital Campaign.

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.

Present a launch idea to support the campaign by February.

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.

Manage SEO performance and obtain 495K (FY23) organic traffic sessions by end of FY26.

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

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

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

Generate 1.65B Organic Impressions during SB Campaign.

Deliver XXM Video Views with Guac Guru.

Generate 1.2MM Landing Page views on SB website.

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 in top tier marketing outlets (based on PR Top Tier list) and features outside of Press Release Pickup.

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