General Business
On Oct 10, 2025
Parsippany-based Ferrero North America announced a landmark investment of more than $100 million in groundbreaking marketing campaigns centered on the Big Game and Soccer’s Global Championship. This investment represents the company’s largest global marketing commitment to date and will aim to establish deeper connections between its diverse portfolio and American consumers.
“The investment marks a defining moment for Ferrero in North America,” said Michael Lindsey, president and chief business officer of Ferrero North America. “We’re going ‘All In’ on these transformational campaigns because we recognize the incredible opportunity to showcase our brands amid the world’s biggest cultural moments. This is not just our most historic marketing investment ever, but our boldest statement of confidence in our North American growth trajectory and our commitment to continue making Ferrero and its brands household names across America.”
The milestone campaigns will launch this winter with Kinder Bueno in Ferrero’s first-ever Big Game commercial, along with special displays and packaging, new limited-edition flavors and an enticing consumer promotion. The campaign will be followed by Soccer’s Global Championship activations featuring over 20 brands and hundreds of products, including Wells ice cream brands. This initiative marks Ferrero’s largest-ever portfolio campaign, globally. These strategic activations will leverage peak viewership moments to showcase Ferrero’s diverse brand portfolio and drive sustainable growth across North America.
Ferrero’s investment signals a new chapter in its growth strategy, leveraging peak cultural events to accelerate brand awareness and market penetration, according to the company. Ferrero has grown more than 4.5% in the past year, outpacing both the confectionery and cookie categories. The Kinder brand in the US has grown to over half billion-dollar business in just a few years, while brands like Nutella continue to expand with new products, including Nutella Ice Cream and Nutella Peanut in 2026. The momentum makes it the right time to make Ferrero brands an even bigger part of American culture.
This marketing investment builds on Ferrero’s broader North American expansion. The company’s $445 million plant expansion underway in Brantford, Ontario, will create 500 jobs producing Nutella Biscuits and new Ferrero Rocher chocolate squares. Over the past five years, billions of dollars in facility investments in Pennsylvania, Georgia, Arizona, and Illinois have created over 1,000 jobs, growing Ferrero’s US workforce from fewer than 300 employees a decade ago to more than 4,000 and counting.
Beyond sports marketing and manufacturing expansion, Ferrero is also accelerating product innovation in response to consumer demand. Nutella ice cream pints and cones launch in 2026 through a collaboration with Wells Enterprises, while the successful Salted Caramel Butterfinger limited-time offer expands with follow-up flavors, including Marshmallow (available now) and French Toast. CRUNCH White, launched in time for Halloween 2025, extends another core nostalgic product with white chocolate innovation.
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