Two Chicago-Connected Brands Debut Super Bowl Ads

Ferrara Candy and Lay's feature new products and campaigns in big-budget commercials during the Big Game.

Feb. 4, 2026 at 6:07pm

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Two major brands with strong Chicago ties, Ferrara Candy Company and Lay's potato chips, are debuting new products and campaigns in high-profile Super Bowl commercials this year. Ferrara's 30-second spot for its new Nerds Juicy Gummy Clusters features Bravo TV host Andy Cohen, while Lay's is running a sentimental ad about a retiring potato farmer passing the family business to his daughter. The ads, which reportedly cost around $8 million each, are part of the brands' efforts to stand out during the crowded and expensive Super Bowl ad landscape.

Why it matters

The Super Bowl commercials represent a major investment for these Chicago-based brands, highlighting their desire to reach the massive television audience and make a splash with new products and brand messaging. For Ferrara, it's the first time the candy company has advertised during the Big Game, while Lay's is continuing its long-running presence. The ads showcase the importance of the Super Bowl platform for major consumer brands to drive awareness and sales.

The details

Ferrara's 30-second "Taste Buds" spot stars Andy Cohen coaching a human-form of the Nerds Juicy Gummy Clusters candy to embrace its new, bigger and juicier version. The ad was in development for nearly a year. Lay's "Last Harvest" commercial features a retiring farmer handing over the family potato farm to his daughter, aiming to highlight that Lay's potato chips are made from real, fresh potatoes grown by generations of American farmers. The Lay's ad took nearly four months to produce and involved a team of 25-30 people.

  • The Lay's commercial will air during the first quarter of Super Bowl LX.
  • The Nerds commercial will air right before halftime of Super Bowl LX.

The players

Ferrara Candy Company

A Chicago-based candy company that has been in business for over 100 years and is debuting a new Nerds Juicy Gummy Clusters product in its first-ever Super Bowl commercial.

Lay's

The potato chip brand, which is owned by PepsiCo, is running a sentimental ad about a retiring potato farmer passing the family business to his daughter in an effort to highlight that Lay's chips are made from real, fresh potatoes.

Andy Cohen

A television personality who hosts several shows on Bravo and is starring in Ferrara's Super Bowl commercial for its new Nerds Juicy Gummy Clusters product.

Highdive

A Chicago-based advertising agency that created the Lay's "Last Harvest" Super Bowl commercial and has worked on over 10 Super Bowl ads since 2020, with four winning the number one spot on USA Today's Ad Meter.

Mark Gross

The co-founder of Highdive advertising agency, which created the Lay's Super Bowl commercial.

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What they’re saying

“We know that telling a story with a celebrity can help an ad break through. We know there's so much that comes at consumers with the game and the halftime show and the ads, and maybe they're entertaining. Engaging a celebrity partner is a really strong way to do that, and we know that Andy is someone who appeals to all audiences.”

— Katie Duffy, Vice President of Global Brands at Ferrara (nbcchicago.com)

“It warrants the cost. There are so many eyeballs and so many people watching the game. It has such impact for these brands.”

— Mark Gross, Co-founder of Highdive advertising agency (nbcchicago.com)

“What's interesting is 40% of Americans don't think Lay's are made from real potatoes.”

— Mark Gross, Co-founder of Highdive advertising agency (nbcchicago.com)

“One of the main things we want people to take away is that Lay's are made with real, fresh potatoes grown by generations of American farmers that have been doing it for the company for many, many years.”

— Mark Gross, Co-founder of Highdive advertising agency (nbcchicago.com)

What’s next

Super Bowl LX, featuring the Lay's and Nerds commercials, will air on NBC Chicago on Sunday, February 8, 2026.

The takeaway

The high-profile Super Bowl commercials from Chicago-based brands Ferrara Candy and Lay's demonstrate the importance of the Big Game platform for major consumer product companies to debut new items, tell compelling brand stories, and reach a massive national audience, despite the hefty $8 million price tag for a 30-second spot.