Ferrero will advertise Nutella and Kinder Bueno during Super Bowl 2027, the company said Tuesday. In doing so, the Italian confectioner is doubling its Super Bowl investment after a successful debut.
What We Know: Ferrero made its Super Bowl debut earlier this year with an outer space-themed Kinder Bueno ad. According to the brand, that spot drove a 140% year-over-year lift in volume sales. Meanwhile, Disney holds the broadcast and streaming rights for Super Bowl LXI on February 14, 2027. Additionally, the company plans to invest $50 million in sports marketing next year.
What They Said: Michael Lindsey, Ferrero North America president and chief business officer: “We’ve invested billions of dollars in our North American growth plans, and last year’s ad debut proved it’s working. 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.”
What Remains Unclear: However, Ferrero has not shared creative details, ad lengths or airtimes for either spot. It also hasn’t said how much of its $50 million sports budget the Super Bowl will absorb.
What It Means: Ultimately, Ferrero told ADWEEK the bigger bet reflects a major change in how it positions itself in America. Furthermore, the company has fresh products to promote, including Nutella Peanut. The roasted nut and cocoa spread, which debuted in April, is the brand’s first flavor innovation in 60 years. As a result, Super Bowl LXI gives Ferrero a massive stage to grow its U.S. market share.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
