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.

University Of Georgia Partnership: Lead negotiation of agreement and execution of all creative elements including radio, digital ad in-stadium assets partnership element by September.

UGA On-site Activation: Partner with Marketing Team to develop and execute onsite activation on Nov 15 Georgia vs Texas game in time for Nov 15 game.

AVOSQUAD DIGITAL CAMPAIGN: Build on AvoSquad (previously called AvoFans) IRL experience for the second year during OND and deliver XXMM Impressions & XXMM 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 52.88MM 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)

 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). 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)

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

SGK DIGITAL CAMPAIGN: Launch SGK digital campaign that delivers on a Screening and Prevention messaging and delivers 88.7MM Impressions

SGK Wrap Report: Deliver initial wrap report 5 weeks after end of campaign (5th December 5, 2025)

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

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)

Deliver 507.2K 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

FY27 MEDIA PLANNING: Lead overall media strategy development for FY27 planning by March 31

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)

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).

IMPORTER TOUR PRESENTATIONS: Develop Media portion of the Importers presentation and present at 11x meetings

CONVERGED AUDIENCE UPDATES: Implement the Convered updates as outlined in the FY26 planning by combining the audiences into a single cluster, expanding audience sizes, and ensuring a balanced age group distribution. Report performance by March 2026

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

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

CMML: Attend 3x meetings throughout the year

LUNCH & LEARN: Present 3x lunch and learns to team throughout the year

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)

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

MEASUREMENT FRAMEWORK: Help lead the implementation of the new AFM measurement Framework and present 8x monthly updates starting in September. 

TESTING: Execute 2x TBD paid digital tests throughout the year (ex: new test partner, creative optimization,new targeting, A/B test, etc)

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 255.8K clicks and increase impression share above 12%. Weight 50% each.

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)