Marking Nutella’s first-ever appearance during the game, following the momentum of Nutella’s sighting in space and the Nutella Peanut launch; Kinder Bueno returns after last year’s debut

PARSIPPANY, N.J., Oct. 6, 2026 /PRNewswire/ — Ferrero is making its largest individual marketing investment to date, committing over $50 million across its portfolio for a bold 2027 sports strategy that signals a fundamental shift in how the company is positioning itself in the U.S. market.

Building on the successful Kinder Bueno campaign debut last year that drove a 140% lift in volume sales over the previous year, Ferrero will return to the big game with new campaigns for Kinder Bueno and Nutella. This marks Nutella’s first-ever appearance and cements the brand’s momentum following the viral “Nutella in Space” moment and the blockbuster Nutella Peanut launch, Nutella’s first innovation in 60 years.

The investment builds on Ferrero’s growing presence in sports marketing, extending the brand beyond its traditional retail and social media footprint into one of the most watched cultural moments of the year.

“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. “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.”

The iconic Nutella sighting on the historic Artemis II mission in April 2026 was more than a viral moment – it drove real results, with +60.7% YoY growth for “Nutella” search volume and unit sales growth 20.2% above the brand’s own pre-event baseline on Amazon alone (source: internal data from April 6, 2026-May 8, 2026). The new campaign will also build on the early success of the brand’s new product, Nutella Peanut.

The new Kinder Bueno and Nutella campaigns will air live during the game on February 14, 2027.

About Ferrero
Ferrero began in the small town of Alba in Piedmont, Italy, in 1946. Today, it is one of the world’s largest sweet-packaged food companies, with over 35 iconic brands sold in more than 170 countries. The Ferrero Group brings joy to people around the world with much-loved treats and snacks including Nutella^®, Kinder^®, Tic Tac^®, and Ferrero Rocher^®. More than 47,000 employees are passionate about helping people celebrate life’s special moments. The Ferrero Group’s family culture, now in its third generation, is based on dedication to quality and excellence, heritage and a commitment to the planet and communities in which we operate.

Ferrero entered the North American market in 1969 and has grown to more than 5,400 employees in 15 plants and warehouses, and eight offices in North America across the United States, Canada, and the Caribbean. It has expanded its presence and portfolio with the addition of iconic brands such as Butterfinger^®, CRUNCH^®, Keebler^®, Famous Amos^®, Mother’s^® Cookies, and other distinctive cookie and chocolate brands. For additional information, please visit FerreroNorthAmerica.com and stay connected with Ferrero on social (Instagram, X).

CONTACT: Cara Harty, cara.harty@omc.com 

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SOURCE Ferrero North America