Ferrero North America has announced an investment of over $100 million in marketing campaigns focused on the Big Game and soccer’s global championship.
This investment represents the company’s largest global marketing commitment to date and will aim to broaden connections between its diverse portfolio and American consumers.
The campaigns will launch this winter with Kinder Bueno in Ferrero’s first-ever Big Game commercial, along with special displays and packaging, new limited-edition flavors and a consumer promotion.
The campaign will be followed by soccer’s global championship activations featuring over 20 brands and hundreds of products, including Wells ice cream brands. This initiative marks Ferrero’s largest-ever portfolio campaign globally.
“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 on these transformational campaigns because we recognize the incredible opportunity to showcase our brands amid the world’s biggest cultural moments. This is not just our most historic marketing investment ever — but our boldest statement of confidence in our North American growth trajectory and our commitment to continue making Ferrero and its brands household names across America.”
Ferrero has grown more than 4.5% in the past year, outpacing both the confectionery and cookie categories. The Kinder brand in the U.S. has grown to a more than half-billion-dollar business in just a few years, while brands like Nutella continue to expand with new products, including Nutella Ice Cream and Nutella Peanut in 2026.
