Ferrero Expands Super Bowl Strategy with Two Commercials in 2027

Ferrero will air two commercials during the 2027 Super Bowl, according to reports from Marketing Dive and Adweek. Marketing Dive reported that Nutella will be included in the broadcast, following the company's initial Super Bowl appearance in 2026. Adweek confirmed that the two ads are part of a broader $50 million sports marketing campaign aimed at expanding the company's presence in the United States. [1][2]

The company previously ran an outer space-themed commercial for its Kinder Bueno brand during its 2026 debut, Adweek reported. That commercial drove a 140 percent increase in year-over-year volume sales, according to brand data cited by Adweek. Ferrero told Adweek that doubling its Super Bowl commitment reflects a fundamental shift in how the Italian conglomerate positions itself to American consumers. [2]

As FTMQ Creators reported earlier, Ferrero is executing this $50 million sports marketing push while Super Bowl ad slot prices remain steep. Super Bowl commercial costs frequently exceed $7 million for a 30-second spot, with networks seeking higher premium rates during peak broadcasts. [4][6]

The strategic push signals an increased reliance on major televised sporting events to drive consumer product sales. Brand deals and sponsored placements during high-profile sporting broadcasts remain major drivers for consumer packaged goods companies seeking massive live audiences. [1][2][4]