Develop and sell in a Cure Bowl themed shopper activation in one (1) retail account in the FL region

Sell in a total of 80.3k EQ bins for the entire OND season (excludes SGK)

Develop a national Big Game seasonal program to reinforce guac occasion with a sell in of 108K EQ bins.

Develop a national Cinco seasonal program wtith a national partner to reinforce guac occasion with a sell in of 51.6K EQ bins.

Test Aisle & Prodege platforms as part of our coupon innovation strategy. Provide recommendations and benchmark strategy by Planning Phase 1.

Conduct an FY24 coupon/rebate results and strategy assessment to understand all platforms' effectivenss/efficiencies/pros/cons and explore any new technologies/platforms. Include an analysis based on the new targeting approach, recommendations for FY25 and present by Planning.

Reach a combined account specific redemption rate (shopper SPAS and/or trade) of 18% by end of year

Deploy a year round shopper and trade coupon campaign to support our seasonal, shopper power account, and loyalty offers targeting a departmental 50% ratio in targeted coupons.

Evaluate education creative strategy and test messaging hierarchy and imagery  with a testing partner. Reach respective vendor benchmarks by Sept 30 2023. Benchmarks to be set once testing vendor is selected.

Launch an in-store campaign to reinforce our Education messaging promoting savings offer targeting a minimum of 2.0% unit lefit benchmarket through Neptune. 

Launch a branded in-store POS program featuring education messaging in Walmart.

Launch an education omni channel program in Walmart focused on education through online pickup and delivery targeting a minimum 15% unit lift post event by 2/28/24.

Target specific Walmart divisions aligned with Walmart Team to drive 2% redemption through a national direct campaign in partnership with Aisle/Neptune.

Launch an in-store education campaign with a bounce-back offer reaching a combined 3% redemption. 

Re-evaluate Education Activation plan and budget to identify areas of opportunities to optimize and extend plan by December 30, 2023. Conduct a strategic assessment with actionable recommendations and share updates by Planning. 

Drive a result above the 5 year avg score of 3.39 among Non Hispanics by end of FY 24.

Maintain Hispanic score of 3.89 by FY 24 End (Excluding English Preferred).

Re-evaluate Merchandising strategy inclusive of Portables, Custom Portables and Seasonals with potential new options for bin compliance and present by Planning 

Develop a portable merchandising plan and achieve a sell-in of 67.4k EQ equivalized portables in addition to our seasonal bin displays.

Develop a national Susan G Komen program to reinforce the H&W strategic pillar with a sell in of 44,7k EQ bins (inclusive of Food Lion)

Conduct a strategic assessment of all H&W activations (inclusive of SPAs and Seasonal programs related to H&W) with actionable recommendations by Planning. 

Develop and sell in a H&W shopper power account campaign in Food Lion generating 1K EQ bins incremental to Avo Destination.

Maintain the healthy/nutritious recall at 30% among GM on the FY 24 Spring Brand Tracker

Increase the healthy/nutrtitious recall from 23% to 25% among HM on the FY 24 Spring Brand Tracker

Launch 1 omni channel programs in HEB focused on core uses targeting a minimum 10% unit increase vs prior year in support of CFP. Results dependent on information provided by HEB. 

Launch 1 omni channel programs in HEB focused on core uses targeting a minimum 5% unit increase vs prior year during Spring. Results dependent on information provided by HEB. 

Develop and sell in a  "Guac N Taco" shopper power account campaign focused on MX handhelds and guacamole in Stop & Shop targeting a 10% unit lift post Cinco. 

Develop and deploy a HHM shopper program in top 8 Hispanic accounts including, Food 4 Less, La Michoacana, Superior Grocers, Cardenas, El Rancho, Northgate, Vallarta, and Food City.  Target 15% unit lift in the accounts that are measured by Nielsen.  The objective will be scored as follows: 60% of the score will be allocated to securing the top 8 accounts and 40% will be allocated to reaching the targeted unit lift.

Develop and deploy a post Super Bowl shopper program in top 8 Hispanic accounts including, Food 4 Less, La Michoacana, Superior Grocers, Cardenas, El Rancho, Northgate, Vallarta, and Food City. Target 10% unit lift in the accounts that are measured by Nielsen. The objective will be scored as follows: 60% of the score will be allocated to securing the top 8 accounts and 40% will be allocated to reaching the targeted unit lift.

Develop and introduce our first bag program with our new Hispanic brand messaging and introduce into 1 of the top 10 Hispanic acccounts

Develop and launch a perimeter merchandising program with a partner in a Tier 1 or Tier 2 account by April 2024. Provide a post mortem assessment and recommendation by Planning FY 25.

Develop and deploy turnkey kits in a minimum of 3 tier 1 and/or Tier 2 retail accounts

Develop and deploy a packaging standards playbook and incorporate into a future brand book update by Oct 31

Rollout national coupon thematic bags (OND, Big Game, Cinco) with total reach of 4.5MM bags

Deploy and test (1) joint busines plan with a top tier account

Lead the planning and logistics of Global Show 2022 and provide a post show recap by December 2022. Gain a total of 65 retailer engagements through the Global Show network opportunities (i.e. booth visitations, impromptu meetings, appointments).

Develop a May 2024  - August 2024 market and retail specific summer plan and approach based on market conditions by December 30th, 2023. Plan should coninue to protect  share in Kroger, AHOLD, SEG, COSTCO, PRICE CHOPPER AND ALBERTSONS.

In partnership with Research & Analytics Team, provide 2 update for bag/bulk mix by top 10 US avocado markets (one during the fall and the 2nd in January) and analysis with actionable recommendations.  

Explore agency partnership opportunities and test by end of FY24

Conduct ROI analysis to determine impact of marketing activities on retail volume performance and recommend areas for future allocations. Present an analysis during planning season with recommendations for FY25

Present a proposal during planning identifying never been done before ideas and/or technologies for Shopper and Trade.  Preliminary ideas to be presented in Planning Phase 1 with final ideas presented in Planning Phase 2.  A total of 2 never been done before ideas from each area need to be incorporated into the final plan for a total of 4.

Maintain an 80% working dollar spend in our overall Shoppper/Trade Marketing budget 

Grow correct branding in store from 34% to 36% for GM and 45% to 47% for HM.  Objective to be weighted 50/50.

Integrate in-store and e-com through one of our AFM strategic pillars and re-organize the digital shelf in 1 of our E-Com targeted accounts.

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