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Ferrero Will Air Two Advertisements During Super Bowl LXI

The confectioner plans to expand its U.S. presence during the February 14, 2027, broadcast.

Updated on Oct. 6, 2026 in Marketing

Clusters of hazelnuts and raw cocoa beans arranged on a dark stone surface under a sharp, dramatic overhead spotlight.
Ferrero plans to air commercials for Nutella and Kinder Bueno during the Super Bowl LXI broadcast in February 2027 to boost U.S. market share. AI Illustration. Upload story photo >

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Ferrero will feature commercials for Nutella and Kinder Bueno during the broadcast of Super Bowl LXI on February 14, 2027. This move is part of the company's broader $50 million investment in sports marketing throughout the year.

Why it matters

Ferrero is looking to accelerate brand awareness and increase its market share in the United States. The decision follows a successful 2026 campaign that delivered a 140% increase in volume sales.

Ferrero will run two advertisements after previously seeing a 140% volume sales lift from its 2026 Super Bowl spot and a 20% jump in Amazon unit sales following its 2026 space video. This follows the 2026 launch of Nutella Peanut, the brand's first flavor innovation in 60 years.

The players

Ferrero

An Italian multinational company that is one of the world's largest manufacturers of chocolate and confectionery products.

Disney

A diversified multinational mass media and entertainment conglomerate that owns the broadcast rights for Super Bowl LXI.

The details

The company has secured two advertising slots during the broadcast of the game, which will be aired by Disney. These efforts support the brand's goal to strengthen its presence in the United States consumer market.

Timeline

  1. April 2026: Ferrero launched Nutella Peanut and featured the product in an Artemis II flight video.

  2. Early August 2026: Disney announced that all advertising slots for Super Bowl LXI were sold out.

  3. February 14, 2027: The scheduled date for the Super Bowl LXI broadcast.

  4. 2027: Ferrero will execute its planned $50 million sports marketing investment.

Market Landscape

The firm is scaling its presence in the United States by utilizing high-visibility sports marketing to challenge competitors for shelf space. This approach follows the growth patterns established by the 2026 Kinder Bueno Super Bowl advertisement.

Consumers should expect increased visibility of Nutella and Kinder Bueno products in retail stores following the high-profile marketing campaign. This may coincide with new promotional efforts as the brand attempts to capitalize on its 2027 Super Bowl slots.

The takeaway

Large-scale sports marketing remains a primary driver for food brands seeking to generate sudden spikes in volume and awareness. Companies often leverage historical sales data from previous successful ad placements to justify significant budget increases in future years.

Further reading

For more on evolving promotional strategies, visit the Marketing section.

Source note: This article includes information reported by Adweek.

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