Kinder Bueno to appear in football ad in February
Ferrero North America, parent company of Wells Enterprises, announced an investment of more than $100 million in 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 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 brand portfolio and drive sustainable growth across North America.
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.
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