A summer like no other
As we head into summer 2026, grocers are wise to prepare for more than the usual seasonal lift tied to road trips, family barbecues and cottage escapes. This year, the FIFA World Cup is expected to create unique, high-impact opportunities to drive traffic, build baskets and engage shoppers. And Ferrero is ready with its largest scale promotion ever as Proud Sponsors of Canada Soccer.
“This is a once-in-a-generation event and there are incredible opportunities that go with that,” says Joanne Farber, VP of Marketing Premium Chocolate at Ferrero Canada. “It’s a time to lean in and capture those special moments with shoppers.”
The 2026 FIFA World Cup kicks off June 11 in Mexico City and runs through July 19 and, for the first time, is co-hosted by Canada, the United States and Mexico. In Canada, Toronto and Vancouver host a combined 13 matches, with games in those cities taking place from June 12 to July 7.
The tournament represents a convergence of national pride, growing soccer fandom and extended in-store activation potential, and the sweet-packaged foods company is leaning into that trifecta.
“To have an international sporting event held on home turf is rare, and it couldn’t come at a better time,” says Farber. “There’s a real swell in Canadian pride overall, combined with growing soccer fandom around the fastest growing sport in Canada. With our Ferrero collection of promotional products, we are poised to have an incredible summer cheering on Canada!”
Ferrero’s “Go All In to Win” campaign marks its first portfolio-wide activation tied to its partnership with Canada Soccer, spanning multiple categories and brands, including Kinder Surprise, Kinder Bueno, Nutella, Tic Tac and Ferrero Rocher chocolate squares.
The company is supporting retailers in a big way with a 360-degree marketing campaign and a range of in-store displays designed to fit different store formats. From large theaters to smaller footprint displays, and exciting soccer-themed point-of-sale materials, retailers can create one-stop-shop destinations.
“Brand partners like Ferrero play an important role by activating their sponsorships in-store through impactful event-driven POS and display vehicles,” says Sal Galle, VP of Merchandising and Category Management, Grocery and Fresh–Metro Inc. “These displays help create excitement at shelf and encourage incremental purchases, driving both basket size and impulse buys tied to watch party occasions.”
The duration of the tournament also creates repeat traffic and amplifies trip frequency, with each match a reason to shop your favourite treats, says BJ Hamilton, Senior Vice President of Sales at Ferrero Canada.
“Our goal is to partner with our retailers and translate their summer program into game day, basket building solutions,” says Hamilton. “Through displays, cross-category bundles, impulse “grab and go” opportunities, we’re looking to convert more shopper traffic into a purchase.”
Ferrero’s triple win model ensures there’s something for the retailers, consumers, and the company itself. And its national field sales team is ready to help build excitement in-store for retailers and shoppers looking to plan ahead or pick up last-minute treats.
“We’re leaning into the occasion by building merchandising that aligns with how customers shop for sporting events, focusing on key gathering and entertaining items, supported by increased inventory,” says Galle. “We’re also partnering with brands that are sponsoring the tournament or Team Canada to bring added excitement and a true event feel into our stores.”
For retailers who execute well, the payoff is sweet.