Nutella is heading to the Super Bowl for the first time. Ferrero is committing more than $50 million across its portfolio ahead of Super Bowl LXI, which the company calls its largest individual marketing investment to date. The plan includes in-game commercials for both Kinder Bueno and Nutella, marking the hazelnut spread’s debut on the biggest stage in U.S. advertising.
According to Ferrero, last year’s Kinder Bueno Super Bowl campaign delivered a 140% year-over-year lift in sales volume. With Super Bowl LX viewership at 125.6 million, the game remains one of the few places a brand can reach a vast pool of potential new customers at once. Michael Lindsey, Ferrero North America president and chief business officer, said last year’s debut proved the strategy is working and that the company is now doubling down to grow awareness and U.S. market share.
Nutella’s cultural relevance spiked in April when a jar was seen floating through the spacecraft during an Artemis II livestream. Per press materials, Amazon sales grew 20.2% versus the pre-event baseline and search volume rose 60.7% year over year. A few months ago the brand launched Nutella Peanut, its first new flavor in 62 years and the first Nutella product made in the U.S.
Sports have become a cornerstone of Ferrero’s U.S. marketing. In 2026 it launched the Yes Bueno campaign with its Super Bowl debut, and in March it partnered with Tom Brady on its first portfolio-wide campaign ahead of the 2026 FIFA World Cup. The Alba, Italy-based group reported fiscal 2025 revenue of €19.3 billion, up 4.6%, with brands including Tic-Tac, Baby Ruth and Halo Top.
Nutella’s Super Bowl debut follows organic virality, a product launch and performance proof from a sister brand. Validating momentum through search and sales signals before committing a tentpole budget makes the investment far easier to justify.
Rather than one-off brand campaigns, Ferrero bundles multiple brands around major sporting moments. Compare Modelo Makes Its Biggest College Football Bet Yet With an 18% Media Increase, and see how multisport advertisers extend reach in Amazon's Ad Revenue Hits $19.8B, Up 26% — Multisport Advertisers See 2.3x Reach.
Yes. Ferrero will air Nutella and Kinder Bueno commercials during Super Bowl LXI, marking Nutella’s first appearance in the game.
More than $50 million across its portfolio, which Ferrero calls its largest individual marketing investment to date.
Ferrero says last year’s Kinder Bueno Super Bowl campaign drove a 140% year-over-year lift in sales volume.
To apply what you just read to your own site, start with a free audit of where things are now.
A strategist replies within 24 hours on business days.
Heinz won a Cannes Grand Prix with an ad showing no logo or product. How 150 years of brand consistency built that asset, why Tropicana and Gap redesigns failed, and what to ask before a rebrand.
Volkswagen of America extended its U.S. Soccer deal through 2032. CMO Rachael Zaluzec explains her sports partnership marketing filter, talent-led social and why the Super Bowl needs a purpose.
Success tempts brands into endless brand extension. Motto's co-founders explain brand permission, how attention fakes product-market fit and the questions to ask before expanding.