The Italian confectioner made its Super Bowl debut earlier this year with an outer space-themed ad for Kinder Bueno, which drove a 140% lift in volume sales year-over-year, per the brand. 

The ads in next year’s Big Game are part of a strategic shift at the European confectioner, which plans to invest $50 million in sports marketing in 2027. 

“Ferrero is continuing to bet big on sports and doubling its Super Bowl investments in a shift that signals a fundamental change in how the Italian conglomerate is positioning itself in the U.S. market,” Ferrero told ADWEEK. 

Paid media aside, Nutella got an organic viral moment in April when a jar of the hazelnut spread was filmed floating inside the Artemis II spaceship on its historic flight around the moon. The “Nutella in Space” video drove a 20% lift in unit sales on Amazon, Ferrero said.

In the same month, Ferrero also launched a new product, Nutella Peanut. Made with roasted nuts and cocoa, the spread is the brand’s first flavor innovation in 60 years. 

“We’ve invested billions of dollars in our North American growth plans, and last year’s ad debut proved it’s working,” said Michael Lindsey, Ferrero North America president and chief business officer, in a statement.

“Building on the genuine momentum from Kinder Bueno and the success of Nutella Peanut, we’re in a position to double down on our investment to accelerate portfolio awareness and market share in the U.S.”

Super Bowl LXI will be played on Feb. 14, 2027, with Disney owning the broadcast and streaming rights. Ads for the game sold out in early August.