Increase unaided brand awareness in the GM from 22% to 25% (Updated to CMT numbers vs. H+P)

Increase Brand Preference GM from 44% to 46% (Updated to CMT numbers vs. H+P)

Increase GM TV Campaign recall from 18% to 20% and maintain Correct Branding at 52%. Weight 50% per each metric.

Increase Digital Brand GM Campaign recall from 13% to 18% and Increase Correct Branding from 20% to 30%. Weight 50% per each metric.

Deliver 316M GM Offline (Linear + OTT) Impressions & 77.8M in Audio for the Brand GM Campaign.

Deliver 37.9M Video Views that carry brand GM message in You Got Jingled on the Streets and Always Good Shorts.

Deliver 379.5M Paid Digital Impressions that carry brand GM message in You Got Jingled and Always Good Shorts.

Work on the Planning and Production of 2 new TV spots that support the current campaing 'say it with the jingle' by the end of the Fiscal.

Create a new aligned-to framework for measuring success in Super Bowl in conjunction with new Digital Agency by December 2024.

Partner with new Digital Agency and PR team to deliver an innovative technology that extends our SB campaign reach and buzz-worthiness and launch it the second week of January 2025.

Deliver 443M Paid Digital Impressions & 1M LPV for the Digital SB Campaign with Gronk.

Deliver 23.4M Video Views with Gronk.

Generate 1.33M Landing Page views on SB website (Number includes 25% additional from paid media traffic).

Deliver the 26FY Super Bowl (online and offline) strategy and agency recommendation during Planning, gaining alignment by the end of May 2025.

Work with creative agency and research & analytics team finalize Hispanic Market comms messaging and strategy focused on Biculturals to be presented by August 2024.

Produce and deliver the new Hispanic campaign for BiCulturals by October 2024.

Launch a digital Hispanic campaign for BiCulturals that delivers on a Heritage and Health message and delivers 227.2M Paid Digital Impressions (40% weight) and 118.7M Video Views (60% weight).

Increase unaided brand awareness in the Hispanic Market from 32% to 35% (Excluding English preferred).

Increase Brand Preference for Hispanic Market from 59% to 60% (Excluding English Preferred).

Increase Digital Brand HM Campaign recall from 17% to 19% and Increase Correct Branding from 43% to 48%.

Launch SGK digital campaign that delivers on a Super Good Cause messaging and delivers 95M Paid Digital Impressions.

Launch first-ever H+W digital campaign in partnership with the AHA that delivers on Good Fats/Heart Health messaging during key Jan-Mar timeframe.

Launch first-ever Shopping list with swaps in partnership with AHA by March 2025

Increase good fats unaided awareness GM from 59% to 62% on Spring Brand Tracker.

Increase good fats unaided awareness HM from 56% to 57% on Spring Brand Tracker.

Deliver 148K LPV that bring traffic to the AFM GM H&W message.

Partner with Shopper team to launch 360 campaign on Always a Good Play messaging and that delivers 274.9M Paid Digital Impressions (65% weight) and 6.3M Video Views (35% weight) during OND timeframe.

Deliver 19.26M offline Impressions with the SEC & UGA partnerships during OND.

Activate an IRL experience for the first time during OND by hacking the games with a disruptive Find the Avocado campaign that extends our reach digitally by January 2025.

Leverage first-time partnership with SEC Network and UGA to drive a 1 point increase from 24% to 25% in AFM association with College Football (CFB) at the end of Jan 2025.

Partner with Research and Analytics team and research agency to develop a learning plan to deepen our current consumer understanding and create a Brand Diamond for AFM, with a clear bullseye for creative to be presented out as WIP at the Planning 2026 kick-off, and finalized in January 2025 prior to Planning Workshop.

Offer a Lunch and Learn Training around How Brands Grow Part 1 and 2 (TBD) - including emerging markets, services, durables, B2B and luxury brands as part of Planning FY 2026.

Present out recommendation for new Digital Agency for FY26 after finalizing Super Bowl Digital Pitch Proces in September 2024.

Finalize Digital Audit and leverage learnings to inform Digital Strategy that will be presented out, along with an action plan, by October 2024.

Partner with Creative AOR to conduct a Social Audit and Channel Strategy to help inform Social Strategy via a Playbook; to be presented out by November 2024.

Partner with USDA and Agency partners for launch of first-ever Merch AvoStore to continue to build brand awareness and feed into pop culture by May 2025.

Deliver a new AFM website leveraging learnings from Digital Audit by end of Fiscal Year 2025.

Deliver 281.5K LPV to the Education landing page.

Develop an Education Always Good To Know Gameshow digital campaign to complement our base campaign and deliver 11.6M Video Views.

Increase Education score among non-Hispanics from 3.08 to 3.11 on Spring 2025 Brand Tracker.

Increase Hispanic Education knowledge score from 3.49 to 3.52 on Spring 2025 Brand Tracker.

Create a Brand Partnership Playbook in collaboration with Shopper and PR Teams with company-wide applications and guidelines by end of Year 2024 (minus Brand Diamond portion which will be added in Jan 2025).

Identify and partner with 3 new brands for digital/social to extend our reach by end of Fiscal Year 2025.

Partner with 72 and Sunny to deliver an AFM Leadership aligned-to Cinco Long Term Strategy and Comms One-Liner, to be presented out by September 2024.

Produce and launch new AFM 2025 Cinco digital campaign anchored in the new long-term Cinco strategy presented in 2024.

Deliver 193.2M Paid Digital Impressions with Cinco Digital Campaign and attain 11.7M Video Views with the Cinco de Mayo Messaging.

Increase AFM's Unaided Food Brand Association on the Cinco Day After Survey from 1% to 1.3%.

Revisit Digital Index Score and provide recommendation on how to best measure digital campaign success by Metrics Framework Meeting in August 2024.

Develop and present new Reporting Performance Dashboard by October 2024 to help inform campaign success metrics and future opportunity areas.

Deliver the updated Comms Grid and gain alignment by Senior Leadership by January 2025.

In an effort to reach more light users and better read campaign results by audience segment, implement Converged 2.0 updates as presented in 25 Planning and report-out by March 2025.

Increase Brand Equity score from 53.4 to 54.0 for GM and 56.2 to 58.0 for HM (Updated to CMT).

Manage SEO performance and obtain 5% growth in organic traffic sessions for FY25 to 512K.

Develop and present a biannual website performance reports focusing broadly on user behaviors and opportunities to improve digital user experience before the end of the FY.

Update Brand Book to include new Comms Grid, updates to logos, new lifestyle photography and new Avo Eats section by end of Fiscal 2025.