Ferrero is expanding its Super Bowl footprint from a single debut spot to two commercials in 2027, with Nutella and Kinder Bueno both set to appear during the game. The move is part of a planned $50 million investment in U.S. sports marketing next year.
From one Big Game ad to two
Super Bowl LXI is scheduled for February 14, 2027, with Disney holding broadcast and streaming rights. Ferrero’s ads will feature Nutella and Kinder Bueno, two brands that have recently produced viral and sales momentum in the U.S.
Kinder Bueno made its Super Bowl debut earlier this year with an outer-space-themed ad. Ferrero says the game-day moment contributed to a 140% year-over-year lift in volume sales for the chocolate bar brand.
Meanwhile, Nutella earned an organic viral moment in April when a jar of the hazelnut spread was filmed floating aboard the Artemis II spacecraft during its flight around the moon. That “Nutella in Space” clip lifted unit sales on Amazon by 20%, according to Ferrero.
The numbers behind the sports bet
- $50 million: Ferrero’s planned 2027 sports marketing investment in the U.S.
- Two ads: Nutella and Kinder Bueno will both run during Super Bowl LXI.
- 140%: Year-over-year volume sales lift for Kinder Bueno after its Super Bowl debut.
- 20%: Amazon unit sales lift for Nutella after the Artemis II “Nutella in Space” video.
Ferrero has also been building out its U.S. portfolio. In April, the company introduced Nutella Peanut, its first flavor innovation for the hazelnut spread in 60 years.
What leadership is saying
“Last year’s ad debut proved it’s working,” said Michael Lindsey, Ferrero North America president and chief business officer.
Lindsey added that the company will “accelerate portfolio awareness and market share in the U.S.” through the larger commitment.
Why this matters for marketers
Ferrero’s Super Bowl return is a useful test of how a brand can turn a cultural moment into a repeatable media strategy. Instead of treating the Big Game as a one-off, the company is pairing the high-reach stage with sports marketing dollars and new product news.
The pattern is clear: use a mass event to generate attention, then point to sales data to justify the next, bigger commitment. Kinder Bueno’s bounce gave Ferrero the internal proof to double its Super Bowl presence; Nutella’s accidental space moment gave the brand an earned media layer it did not pay for.
For CPG marketers, the lesson is to have a measurement plan ready before the ad runs. A 140% volume lift is a strong story, but only if the brand can connect the creative to a clear sales outcome and use that evidence to secure the next budget.
What to watch
Ads for Super Bowl LXI sold out in early August, so Ferrero is locked into a crowded, high-cost field. The next proof point will be whether two brands can sustain attention beyond the game and convert it into repeat U.S. purchase.
The Valentine’s Day game date also gives a confectionery brand an unusually good calendar fit, even though Ferrero has not said whether the creative will lean into the occasion.
Source: Adweek
