Kraft Heinz, Disney Enter Long-Term Strategic Marketing Partnership
The alliance will place 10 Kraft Heinz brands in Disney parks, cruises and media, with new menu items and condiment stations across hundreds of dining locations.
- The Walt Disney Company and Kraft Heinz inked a multiyear "strategic alliance" spanning theme parks, cruises, film, and TV content, integrating food brands into Disney's entertainment ecosystem.
- Disney Corporate Alliances senior VP Becca Vodnoy called the partnership a "perfect demonstration" of brands understanding how families connect through everyday moments, building on existing consumer memory.
- The deal features 10 Kraft Heinz brands, including HEINZ, Philadelphia, and Kraft Mac & Cheese, across hundreds of dining locations at Walt Disney World Resort, Disneyland Resort, and Disney Cruise Line.
- Kraft Heinz North America CMO Todd Kaplan noted storytelling-driven media integrations will include potential placements in Disney feature films and next year's Super Bowl coverage on ESPN.
- Activations begin this summer across North American parks and cruises, with fans expecting early previews at The Ultimate Disney Fan Event, D23, in Anaheim, Calif., this August.
30 Articles
30 Articles
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Mickey Mouse may be able to sell quite a lot of macaroni with cheese, but if that's enough to help revitalize Kraft Heinz is another issue. Kraft Heinz and Walt Disney announced on Tuesday (21) a multi-year partnership that will bring brands like Heinz, Philadelphia and Kraft Mac & Cheese to Disney theme parks, resorts and cruise ships in North America. Exclusive material for subscribers. To have full access, access the material link and registe…
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