Ferrero North America to invest over $100 million in Super Bowl and World Cup marketing campaigns next year. Parent company expanding in the U.S. through acquisitions and investments. Acquired cereal maker WK Kellogg for $3.1 billion in July and saw an 8.9% increase in turnover in fiscal year 2024. Plans to focus on sports marketing to reach consumers during live events like the Super Bowl and World Cup.

Ferrero North America gearing up for biggest year in the U.S., third-largest candy company. Plans to launch first Super Bowl ad featuring Kinder Bueno in February. Following with World Cup promotions in June for nearly two dozen brands. Sports marketing chosen to engage large audiences and drive trial among consumers. Football remains top sport in U.S., but soccer gaining popularity.

127.7 million viewers tuned in to Super Bowl 59, setting a record for NFL’s championship game. Companies paying up to $8 million for a 30-second ad spot during the Super Bowl. NBCUniversal sold out all ad spots for the game in early September. Soccer gaining ground in the U.S., with 26 million viewers watching the 2022 World Cup final.

Kinder Bueno chosen as focus for Super Bowl ad due to being under-leveraged brand. Kinder best-selling chocolate brand globally, over $500 million brand in U.S. Ferrero opened first North American chocolate factory in Illinois. Super Bowl ad to coincide with launch of new dark and white chocolate Kinder Bueno versions. World Cup promotions to follow in April across portfolio.

Biggest marketing push ever by Ferrero planned for Super Bowl ad. World Cup promotions to top record set by Super Bowl. Packaging to shift across portfolio products for campaign. Customers encouraged to buy multiple products to benefit from promotion. Goal is to drive trial and loyalty across entire product portfolio. Comcast is parent company of NBCUniversal, owner of CNBC.

Read more at CNBC: Candy maker Ferrero announces Super Bowl ad, World Cup promotions