Nutella Is Finally Getting Its First Super Bowl Ad, and Ferrero Is Spending $50 Million to Make Sure You See It

Ferrero plans to spend more than $50 million across its portfolio ahead of Super Bowl LXI, the company's largest single marketing investment to date. The package includes two commercials: one for Kinder Bueno and, for the first time in the spread's history, one for Nutella.

The bet is backed by data Ferrero likes a lot: last year's Kinder Bueno Super Bowl spot reportedly drove a 140% year-over-year lift in sales volume. Nutella, meanwhile, has had a strange and useful year of its own, with its U.S. profile climbing after a jar rode along on the Artemis II spacecraft in April, a stunt Ferrero says pushed Amazon sales up 20.2% against baseline and search volume up 60.7% year over year. The brand also just launched Nutella Peanut, its first new flavor in 62 years and its first product made in the U.S.

Michael Lindsey, Ferrero North America's president and chief business officer, said last year's ad "proved it's working," and the company is now doubling down "to accelerate portfolio awareness and market share in the U.S." Add in Ferrero's "Yes Bueno" push and its Tom Brady-fronted campaign ahead of the 2026 World Cup, and the throughline is obvious: a famously private, family-owned candy company has decided the fastest way to grow in America is to buy its way into the country's biggest shared television moment, one jar and one wafer at a time.

Source: Marketing Dive

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →