The Ferrero Group is committing more than $150 million to a massive U.S. marketing and sports sponsorship campaign anchored by a planned debut at the February 2027 Super Bowl, torinocronaca.it reported.
Ferrero Allocates $150 Million for U.S. Sports Push
The Italian confectionery giant has structured a multi-phase financial commitment across North America, pairing a fresh $50 million investment for 2027 cultural and sports strategies with $100 million deployed in spring 2026. That earlier spring budget funded a campaign backed by Tom Brady, bringing the company’s total targeted outlay for major U.S. sporting events to $150 million.
Super Bowl Debut Planned for Nutella and Kinder Bueno
The core objective of the capital injection targets the premier stage of American pop culture: the Super Bowl. During the NFL championship game scheduled for February 14, 2027, commercial spots will feature Kinder Bueno and, for the first time in brand history, Nutella. The company built the advertising strategy around surging volume metrics. Recent U.S. promotional campaigns for Kinder Bueno drove a 140% year-over-year increase in volume sales.
Super Bowl champion slams NFL for leaving tradition behindhttps://t.co/frrbZJB6cB pic.twitter.com/yAiM8pECHH
Space Mission Visibility Drives Online Searches
Nutella secured prominent visibility aboard the Artemis II space mission, an event that pushed online searches for the spread up by 60.7%. That digital traction translated into a 20% lift in Amazon sales and prompted the company to introduce Nutella Peanut, a localized variant developed specifically for American consumer preferences. Based in Alba, Italy, the multinational operates 15 plants, employs over 5,400 workers, and manages a portfolio combining traditional mainstays like Rocher and Tic Tac with acquired U.S. brands including Butterfinger and Keebler.
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