In its largest individual marketing investment to date, Parsippany-based Ferrero North America announced a commitment of over $50 million toward a bold 2027 sports strategy. The centerpiece of the campaign includes back-to-back commercials for Kinder Bueno and Nutella airing live during the big game on Feb. 14, 2027.
The major financial push signals a strategic shift in how the confectionery giant positions its powerhouse brands in the U.S. market, following stellar momentum and massive multi-billion-dollar investments in North American manufacturing and growth.
Nutella makes historic big game debut
The 2027 broadcast marks Nutella’s first-ever appearance during the big game. The milestone follows a wave of high-profile brand moments, including a viral “Nutella in Space” sighting during the Artemis II mission in April 2026—which sparked a 60.7% year-over-year jump in search volume and a 20.2% boost in unit sales on Amazon—as well as the blockbuster launch of Nutella Peanut, the brand’s first major innovation in 60 years.
Meanwhile, Kinder Bueno is returning to the big game broadcast following its successful debut last year, a campaign that drove a staggering 140% lift in volume sales over the previous year.
“We’ve invested billions of dollars in our North American growth plans, and last year’s ad debut proved it’s working,” Michael Lindsey, Ferrero North America president and chief business officer said. “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 $50 million investment moves Ferrero firmly beyond traditional retail and social media footprints, embedding its iconic treats directly into one of the most-watched cultural and sporting events of the year.
With production underway for the Feb. 14, 2027 broadcast, Ferrero aims to cement the market presence of both Kinder Bueno and Nutella as staples for American consumers, building on decades of global heritage that began in Alba, Italy, in 1946.
