Dive Brief:
- Ferrero is committing over $50 million across its portfolio ahead of Super Bowl LXI in what it’s calling its largest individual marketing investment to date, according to a press release.
- The investment includes big game commercials for Kinder Bueno and Nutella, marking the hazelnut spread’s first appearance during the game.
- The effort builds on last year’s Kinder Bueno Super Bowl campaign, which delivered a 140% lift in sales volume year over year, according to data provided by Ferrero. The company’s marketing has focused on sports as it continues to make inroads in the U.S.
Dive Insight:
Ferrero is building on Nutella’s growth in the U.S. and recent brand innovations with a Super Bowl campaign and marketing investment intended to increase its hold on the market. The big game can help brands reach a large audience of potentially new customers, with Super Bowl LX viewership hitting 125.6 million.
Nutella saw a surge in cultural relevance following the Artemis II mission in April when a jar of the spread was seen floating through the shuttle during a livestream as the crew worked. The moment quickly went viral. Amazon sales of the product grew 20.2% compared to the pre-event baseline and search volume jumped 60.7% YoY, according to data shared in press materials.
The announcement comes a few months after the launch of Nutella Peanut, the brand’s first new flavor in 62 years. The product also marked the first time a Nutella product is being made in the U.S.
"We've invested billions of dollars in our North American growth plans, and last year's ad debut proved it's working," said Michael Lindsey, Ferrero North America president and chief business officer, in press materials. "Building on the genuine momentum from Kinder Bueno and the success of Nutella Peanut, we're in a position to double down on our investment to accelerate portfolio awareness and market share in the U.S."
Sports has become a cornerstone of Ferrero’s U.S. marketing strategy. In 2026, it launched the “Yes Bueno” campaign, kicked off by its Super Bowl debut. In March, Ferrero partnered with Tom Brady for the release of its first portfolio-wide campaign ahead of the 2026 FIFA World Cup.
The Ferrero Group, based in Alba, Italy, saw a revenue of $21.73 billion at time of writing in its 2025 fiscal year, reported as €19.3 billion, according to an earnings release. This represents a 4.6% YoY increase. Its other brands include Tic-Tac, Baby Ruth and Halo Top.
