Ferrero North America Invests Over $100 Million in Major Sports Marketing Campaigns to Reach Consumers

Ferrero North America Takes Bold Step with $100 Million Sports Marketing Investment

Ferrero North America has made a significant announcement, revealing a historic investment of over $100 million aimed at revolutionizing its marketing strategy centered around major sports events, specifically the Big Game and Soccer's Global Championship. This move represents the company’s most substantial global marketing commitment to date and signals a strong desire to forge deeper connections with American consumers.

Michael Lindsey, the President and Chief Business Officer of Ferrero North America, emphasized, "This investment marks a defining moment for Ferrero in North America. We are going 'All In' on these transformational campaigns, as we recognize the incredible opportunity to showcase our brands during the world’s biggest cultural events. This isn’t just our most significant marketing investment ever; it’s a bold statement of confidence in our North American growth trajectory, making Ferrero and its brands household names across America."

Key Campaign Launches

The seasonal campaigns will kick off this winter with a special focus on Kinder Bueno, which will feature in Ferrero's first-ever advertisement for the Big Game. The marketing will include specially designed displays, new packaging, limited-edition flavors, and engaging promotions for consumers. Following this, the strategy will extend to activations connected to Soccer’s Global Championship, showcasing over 20 Ferrero brands and hundreds of products, including offerings from Wells’ ice cream brands. Such a comprehensive marketing plan is poised to be Ferrero's largest-ever global portfolio campaign.

This innovative approach aims to utilize peak viewership moments to maximize brand exposure while fostering sustainable growth throughout North America. The company is approaching this investment from a robust position, planning to leverage cultural events as catalysts for enhancing brand awareness and expanding market presence.

Growth Beyond Marketing

Ferrero's recent performance highlights its position for investment. The company reported a remarkable growth rate of over 4.5% in the last year, outpacing trends in both the confectionery and cookie sectors. The Kinder brand, in particular, has grown into a billion-dollar market in the U.S. in just a few years, while Nutella continues to thrive, introducing innovative products such as Nutella Ice Cream and Nutella Peanut, slated for release in 2026.

This ambitious marketing investment underpins Ferrero's broader North American growth strategy. Currently, a $445 million plant expansion is underway in Brantford, Ontario, which will create 500 new jobs focused on producing Nutella Biscuits and Ferrero Rocher chocolate squares. Over the last five years, Ferrero has invested billions in facilities across Pennsylvania, Georgia, Arizona, and Illinois, generating over 1,000 new jobs and significantly expanding its workforce from fewer than 300 employees a decade ago to over 4,000 today.

Innovation Meets Consumer Demand

In addition to sports marketing and manufacturing expansion, Ferrero is also prioritizing product innovation in response to consumer preferences. The upcoming launch of Nutella ice cream pints and cones in 2026 through a collaboration with Wells Enterprises illustrates this trend. Additionally, the limited-time Salted Caramel Butterfinger flavor is being followed by enticing new flavors, like Marshmallow, available now, and French Toast. Another recent release, CRUNCH White, will also hit store shelves just in time for Halloween 2025, showcasing Ferrero's continuous commitment to nostalgic product innovations.

About Ferrero

Established in 1946 in the quaint town of Alba in Piedmont, Italy, Ferrero has evolved into one of the world's largest manufacturers of sweet-packaged foods. With a portfolio that includes over 35 iconic brands sold in more than 170 countries, Ferrero is committed to delighting consumers worldwide with beloved treats such as Nutella®, Kinder®, Tic Tac®, and Ferrero Rocher®. Today, the Ferrero Group employs over 47,000 individuals who share a passion for bringing joy to special moments in life. The company prides itself on a culture of family values, dedication to quality, and a commitment to environmental stewardship and community engagement. Ferrero entered the North American market in 1969, establishing a strong presence that includes more than 5,400 employees across 15 plants and warehouses, as well as eight regional offices. Recent expansions have added popular brands such as Butterfinger®, CRUNCH®, Keebler®, and Famous Amos® to its impressive portfolio, marking Ferrero's strong and growing commitment to the North American market.