Ferrero North America commits over US$100M to historic sports-driven marketing campaigns
The campaigns will kick off this winter with Kinder Bueno’s debut Big Game commercial, a first for Ferrero.
NORTH AMERICA – Ferrero has announced an unprecedented investment exceeding US$100 million in major marketing initiatives tied to two of the world’s biggest sporting events — the Big Game and Soccer’s Global Championship.
This marks the company’s largest marketing commitment in history, signaling a bold push to strengthen its connection with American consumers and embed its brands deeper into U.S. culture.
“The investment marks a defining moment for Ferrero in North America,” said Michael Lindsey, President and Chief Business Officer of Ferrero North America.
“We’re going ‘All In’ because we see a tremendous opportunity to showcase our brands amid the world’s biggest cultural moments. This is not just our most historic investment ever, but also a statement of confidence in our North American growth trajectory and our ambition to make Ferrero a household name across America.” Lindsey added.
The campaigns will kick off this winter with Kinder Bueno’s debut Big Game commercial, a first for Ferrero.
The launch will be supported by special packaging, limited-edition flavors, in-store displays, and consumer promotions designed to drive excitement and engagement.
The momentum will continue through Soccer’s Global Championship, where Ferrero will spotlight more than 20 brands, including Wells ice cream lines, in its largest-ever global portfolio activation.
These high-visibility campaigns aim to leverage peak cultural and sports moments to boost brand awareness and accelerate market penetration.
Ferrero’s growth momentum provides a strong foundation for this ambitious investment. The company has recorded more than 4.5% growth over the past year, outperforming both the confectionery and cookie categories.
The Kinder brand has surpassed the half-billion-dollar mark in U.S. sales, while Nutella continues to expand with upcoming innovations such as Nutella Ice Cream and Nutella Peanut, slated for release in 2026.
The investment complements Ferrero’s ongoing North American expansion, including a US$445 million facility under construction in Brantford, Ontario, which will create 500 jobs and produce Nutella Biscuits and Ferrero Rocher chocolate squares.
Over the past five years, Ferrero has invested billions in plants across Pennsylvania, Georgia, Arizona, and Illinois, growing its U.S. workforce from under 300 to more than 4,000 employees.
Ferrero is also pushing product innovation in response to evolving consumer preferences.
Upcoming (and recent) launches include Nutella ice cream pints and cones in partnership with Wells Enterprises, new Butterfinger flavors such as Marshmallow and French Toast, and CRUNCH White, a white chocolate twist on the classic treat, timed for Halloween 2025.
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