Always Good Short: Facilitate execution of landing page go-live by 10/31/2025

You Got Jingled: Facilitate execution of landing page go-live by 3/1/2025

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)

Coordinate and execute landing page live by first week of April. 

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

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

Complete Cinco Campaign brandformance testing

Lead the development and implementation of the Digital Campaign to support the Cinco Tentpole and provide reporting & learnings by June 2025

Generate 200 million impressions from Paid and Organic campaigns.

Generate 550,000 pageviews of the Cinco landing page.

Lead and contribute to compilation, distribution and analysis of the report

Coordinate and execute landing page live by second week of September.

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.

Lead the development and implementation of the Digital Campaign to support the OND Tentpole and provide reporting & learnings by February 2025.

Generate 300 million impressions from Paid and Organic campaigns.

Generate 300,000 pageviews of the new OND landing page.

Complete OND Campaign brandformance testing

Coordinate and execute landing page live by first week of October. 

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.

Lead the development and implementation of the Digital Campaign to support Education and provide reporting & learnings by July 3, 2025

Generate 40 million impressions from Paid and Organic campaigns.

Generate 125,000 pageviews of the Education landing page.

Complete Education Campaign brandformance testing

Facilitate execution of landing page go-live by Oct. 15

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 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.

Work with the new SEO agency to create an overall FY25 strategy, focusing on improving the health of the current site, and the structure and design of the future site. 

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.

Attain 503,659 Organic sessions in FY25

 In line with the Site Turnover, analyze and report on top- and low-performing pages and content, and recommend ongoing strategies to ensure the AFM site is optimized for overall performance.

Develop report template and process to be used by marketing team by December 2024

Lead FY26 Digital planning and presentation development with agency and crossfunctional partners

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.

Host 2x lunch and learns for internal cross functional teams to learn about digital and process

Adopt, overhaul, clean-up and assume management of domain ownership, 4X per year audit

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

Facilitate execution of landing page go-live by January 6, 2025.

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.

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