Ferrero North America, which is based in Parsippany, announced a landmark marketing investment exceeding $100 million aimed at accelerating its growth trajectory and cementing its brands as household names across America. This investment, the company’s largest global marketing commitment to date, will be anchored by major campaigns around the Big Game (Super Bowl) and Soccer’s Global Championship.
The move is a “boldest statement of confidence” in the North American market, according to company leadership, and is designed to create deeper connections between its diverse portfolio and American consumers during peak cultural moments.
“The investment marks a defining moment for Ferrero in North America,” Michael Lindsey, president and chief business officer of Ferrero North America said. “We’re going ‘All In’ on these transformational campaigns because we recognize the incredible opportunity to showcase our brands amid the world’s biggest cultural moments.”
Strategic sports activations
The massive campaign will kick off this winter with Kinder Bueno making its debut in Ferrero’s first-ever Big Game commercial. The launch will be supported by special displays, new limited-edition flavors, and consumer promotions.
This will be followed by what is being called Ferrero’s largest-ever portfolio campaign globally: activations around Soccer’s Global Championship. This initiative will feature over 20 Ferrero brands and hundreds of products, including new offerings from Wells ice cream brands. By leveraging these strategic, high-viewership moments, Ferrero aims to drive sustainable growth and brand awareness.
Building on a foundation of strength
Ferrero is investing from a strong position, having grown more than 4.5% in the past year, outperforming the confectionery and cookie categories. The Kinder brand alone has grown into a half-billion-dollar business in the U.S. in just a few years, while iconic brands like Nutella continue to expand with new products.
The marketing investment complements a broader North American expansion that has seen the company invest billions of dollars in facilities across Pennsylvania, Georgia, Arizona, and Illinois. Key to this is a $445 million plant expansion underway in Brantford, Ontario, which will create 500 jobs to produce Nutella Biscuits and new Ferrero Rocher chocolate squares. Over the past decade, these efforts have grown Ferrero’s U.S. workforce from fewer than 300 to more than 4,000 employees.
In addition to expansion, Ferrero is accelerating product innovation, including the upcoming 2026 launch of Nutella ice cream pints and cones through a collaboration with Wells Enterprises. The company is also extending its core nostalgic products with innovations like CRUNCH White (launched for Halloween 2025) and new flavors of Butterfinger, including Marshmallow and French Toast.
