Ferrero makes record $100 million investment in “Big Game” and FIFA World Cup campaigns

“A defining moment” in Ferrero’s North American operations has been unveiled, as the company is set to invest $100 million into developing “Big Game” marketing campaigns, alongside FIFA’s football World Cup, which is set to be played out in the US next summer,  writes Neill Barston.

As Confectionery Production has previously covered, the market for sport-related promotions for confectionery and snacks has an especially strong track record in America, with the potential for major product launches remaining significant for the region.  

According to Ferrero, its latest global marketing initiative is the largest of its kind to date, with the business anticipating deeper connections  between its diverse portfolio and American consumers.

This was ably demonstrated this summer at Sweets & Snacks Expo, where the company unveiled a number of innovations across its range of chocolate and snacks, including a new peanut flavoured Nutella variety among many more range extensions.

The Ferrero stand at this year’s Sweets and Snacks Expo, featuring its portfolio including its Keebler brand, made a strong impression with launches for Nutella, and now Fudge Stripes for Keebler. Pic: Neill Barston

Michael Lindsey, President and Chief Business Officer of Ferrero North America. commented” “The investment marks a defining moment for Ferrero in North America,.

“We’re going ‘All In’ on these transformational campaigns because we recognise 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.”

Notably, the company confirmed that its 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.

While the company is not an official Fifa partner or sponsor, it is planning its own special activations during the World Cup, 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.

According to the business, its latest figures revealed growth of more than 4.5% in the past year, outpacing both the confectionery and cookie categories. The Kinder brand in the U.S. 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 . 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 U.S. 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 flavours, including Marshmallow (available now) and French Toast.  Furthermore, Crunch White, launched in time for Halloween 2025, extends another core nostalgic product with white chocolate innovation.