Nutella makes its Super Bowl debut in Ferrero’s $50M-plus 2027 bet
Updated: 6 days ago
TL;DR: Ferrero will spend more than $50 million behind Super Bowl LXI with two in-game spots, its largest single marketing investment ever and Nutella’s first-ever Super Bowl appearance.
What Ferrero announced
Ferrero has committed over $50 million to its 2027 growth push, headlined by two in-game Super Bowl LXI commercials — one for Nutella and one for Kinder Bueno. It is the company’s biggest single marketing investment to date and marks Nutella’s debut on the Big Game stage.
The spend builds on Ferrero North America’s previously announced $100 million-plus sports-marketing programme spanning the World Cup and the Super Bowl, and extends the 2026 ‘Yes Bueno’ platform.
The ROI argument behind the splurge
Ferrero is framing the bet with proof, not just ambition. The company says last year’s Kinder Bueno Super Bowl debut drove a 140% year-on-year lift in sales volume, according to Michael Lindsey, Ferrero North America’s president and chief business officer.
That measured-return framing is the new justification for mega-spend: tentpole reach is defensible when a brand can point to a hard sales number from the last time it showed up.
What it signals for CPG marketers
A heritage ‘breakfast’ brand buying its first Super Bowl slot shows packaged-goods players renewing their appetite for mass, cultural reach after years of performance-first budgets.
The lesson for smaller brands isn’t the price tag — it’s the discipline. Tie any big, brand-building bet to a measurable outcome so the next one is easier to justify.
Quick FAQ
How much is Ferrero spending?
Ferrero has committed more than $50 million to its 2027 growth plan, including two in-game Super Bowl LXI spots for Nutella and Kinder Bueno — its largest single marketing investment ever.
Is this Nutella’s first Super Bowl ad?
Yes. This marks Nutella’s first-ever Super Bowl appearance; Kinder Bueno made its Big Game debut the previous year.
What result is Ferrero citing?
Ferrero says Kinder Bueno’s earlier Super Bowl debut drove a 140% year-on-year lift in sales volume, per North America president and chief business officer Michael Lindsey.
Big-ticket brand spend is back — but only when it comes with receipts. Ferrero isn’t guessing; it’s pointing to a 140% volume lift from last year’s Super Bowl and reinvesting against it. That’s the real lesson for any brand: tie your boldest bets to a measurable outcome so the next one sells itself. — Daniel Nikolla, Founder of Merx Marketing
Tentpole spend is defensible when it comes with proof — Ferrero is scaling up precisely because it can point to a hard sales number from last time.
When you make a big brand-building bet, can you measure it well enough to justify the next one?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Marketing Dive and Ferrero’s corporate newsroom.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
