With Kinder (which is German for “kids”) having hit $600 million in North American sales, Stubbs said that a Super Bowl buy is finally in the company’s own galaxy now.

“When I joined Ferrero after nearly 20 years at PepsiCo working on Super Bowl campaigns, I was thrilled to learn [Ferrero North America] had been strategizing about a Super Bowl campaign for years,” Stubbs said. “Now we’re finally making it happen.”