Dive Brief:
- Ferrero North America is teaming with football legend Tom Brady for its first portfolio-wide campaign, an effort that represents its largest marketing commitment in company history and coincides with the 2026 FIFA World Cup, per a press release.
- Key to the campaign is a “Go All In” promotion that kicks off April 1 and invites consumers to enter by purchasing two Ferrero products and scanning the QR codes on the packaging for a chance to win $1 million.
- The campaign includes a 30-second ad starring Brady along with digital and social activations, influencer partnerships, in-store displays and more. “Go All In” is supported by a $100 million investment from the confectionery giant, which ran its first Super Bowl ad earlier this year.
Dive Insight:
Ferrero’s “Go All In” promotion launches just days before Easter, a holiday Americans are predicted to spend a record $24.9 billion on this year, with $3.5 billion of that being spent on candy alone. The mobile-focused effort also coincides with the World Cup, a time where consumers could be purchasing snacks for watch parties. Brands featured in the campaign include Nutella, Ferrero Rocher, Butterfinger, Blue Bunny and more.
The “Go All In” push includes a 30-second ad that stars Brady, a seven-time Super Bowl champion, who puts down the football to instead take on the role of soccer’s biggest fan. The spot features Brady watching the opening of a soccer match at home before noticing his neighbors have Ferrero treats. Brady then breaks into his neighbors' yards to steal candy, dressing up in the colors of whatever team the household is supporting in order to blend in.
The 30-second spot serves to introduce the “Go All In” promotion, which encourages consumers to purchase two Ferrero products for the chance to win hundreds of daily and weekly prizes. Consumers can also enter for free. The promotion runs April 1 through July 31 and spans the full tournament window for the World Cup. Prizes include a trip to a competing nation, a gaming setup and a “fan cave” upgrade inclusive of a TV, sound system and theater seating.
Additionally, 200 daily winners will take home branded soccer merchandise. The QR-based giveaway will provide the company with valuable first-party data as it continues to eye a larger footprint. In September, the company completed its acquisition of WK Kellogg Co, the owner of brands including Frosted Flakes and Rice Krispies.
Ferrero has also invested heavily in sports marketing, having made its Super Bowl debut in February to promote its brand Kinder Bueno. “Go All In” is the next step in that effort, with the FIFA World Cup, which will take place across the U.S., Canada and Mexico, slated to begin in June.
The Ferrero Group saw a 2025 fiscal year revenue of €19.3 billion, or approximately $22.26 billion at time of writing, for the period ended Aug. 31, representing a 4.6% year-over-year increase.
