Disney Parks Partnership
Kraft Heinz and Disney Announce Multiyear Deal, Integrating Brands Across Parks and Media
Anonymous
Key Points
1
Kraft Heinz will fund content co-created with Disney for Disney's studios and streaming platforms.
2
Kraft Heinz previously signed a similar deal with the NFL earlier this year, placing Heinz condiments in stadiums and enabling NFL branding in its marketing.
3
The first public look of the partnership will occur at D23: The Ultimate Disney Fan Event in August 14–16 in Anaheim.
4
Kraft Heinz stock rose about 1.3% in premarket trading following the announcement.
5
The partnership is positioned to rejuvenate Kraft Heinz’s brand portfolio and help attract a younger audience by integrating with Disney's entertainment ecosystem.
Kraft Heinz and The Walt Disney Company have signed a long-term, multi-year partnership that will place ten Kraft Heinz brands inside Disney parks, resorts, and cruise ships across North America, according to Hollywood Reporter. The deal covers Heinz ketchup, Philadelphia cream cheese, and Kraft Mac & Cheese, among others, and makes Kraft Heinz the exclusive provider of selected condiments, mac and cheese, and cream cheese at Disney's North American locations.
The alliance goes well beyond food. It spans Disney's media platforms, live events, and streaming content. Kraft Heinz stock rose about 1.3% in premarket trading after the announcement, Marketing Dive reported.
Heinz Sauce Vaults and Mac & Cheese at Disney Dining
The partnership will roll out across hundreds of dining locations at Disneyland Resort, Walt Disney World, and Disney Cruise Line sailings, according to Inside the Magic. Guests will see new Heinz condiment stations and custom equipment. A debut experience called the Heinz Sauce Vault is set to make its first appearance at D23: The Ultimate Disney Fan Event, running August 14–16 in Anaheim.
Kraft Heinz will also gain the right to use Disney characters on its packaging and in marketing campaigns, WDW Info reported. That means familiar Disney faces could show up on Kraft Mac & Cheese boxes and Philadelphia cream cheese tubs in grocery stores nationwide.
Disney Characters Enter Kraft Heinz's Streaming and Ad Campaigns
The deal is not just about food. Kraft Heinz will fund content made with Disney for its studios and streaming platforms. The two companies will run integrated marketing campaigns and digital content across Disney's media channels, according to Marketing Dive. That gives Kraft Heinz a direct line to Disney's massive family audience online and on TV.
Hollywood Reporter described the agreement as an enterprise-wide alliance that spans foodservice, live events, and media. It is one of the broadest brand deals Disney has announced in recent years, covering nearly every part of its business at once.
Kraft Heinz Bets Big on Experiences to Win Back Younger Shoppers
Kraft Heinz has been working hard to refresh its brand image. Earlier this year, it signed a similar deal with the NFL, placing Heinz condiments in stadiums and unlocking NFL branding for its marketing. The Disney deal follows that same playbook — using live, immersive experiences to connect with fans, according to Blaze Trends.
Executives from both companies framed the partnership as a way to reach younger families. Disney's parks draw tens of millions of visitors each year. Putting Kraft Heinz products at the center of those visits gives the brand a powerful stage. The deal signals a major strategic push for Kraft Heinz to move beyond the grocery shelf and into everyday family moments.
Sentiment
Mostly PositiveNEGATIVENEUTRALPOSITIVE
Publishers
36
Articles
47
Reach
83
A
AnonymousAuthor