Kraft Heinz and Disney sign multi-year alliance

The collaboration will introduce Kraft Heinz brands into dining locations and experiences across Walt Disney World Resort, Disneyland Resort and Disney Cruise Line

The Kraft Heinz Company and The Walt Disney Company have entered into a multi-year strategic alliance that will span foodservice, media, events and consumer experiences across Disney's North American parks, resorts, cruise business and media platforms.

The collaboration will introduce Kraft Heinz brands into dining locations and experiences across Walt Disney World Resort, Disneyland Resort and Disney Cruise Line, while also creating opportunities for integrated marketing campaigns and digital content inspired by Disney's entertainment franchises.

Brands expand across Disney destinations

Ten Kraft Heinz brands, including HEINZ, Philadelphia and Kraft Mac & Cheese, will feature across hundreds of dining locations at Disney destinations in North America. The companies said the collaboration will include menu additions, themed dining experiences and product offerings.

The partnership will also see the introduction of HEINZ condiment stations and custom-designed serving equipment throughout Disney parks. During D23: The Ultimate Disney Fan Event, taking place August 14–16 in Anaheim, California, HEINZ will showcase sauces from its Sauce Vault.

Nicolas Amaya, President of North America, The Kraft Heinz Company: "Kraft Heinz and Disney are two companies that are woven into the fabric of family life. For generations, families have grown up with our brands side by side—watching Disney favorites with a bowl of Kraft Mac & Cheese or reaching for HEINZ at the table. This alliance is about showing up together in the moments that matter most—whether at the parks or at home—to deliver elevated experiences and storytelling that turn everyday meals into memories that last a lifetime."

Marketing collaboration extends beyond parks

In addition to foodservice, the alliance includes integrated marketing campaigns, digital content and brand activations across Disney's media platforms.

The companies said the collaboration is intended to connect with consumers through food, entertainment and family experiences across multiple touchpoints, both at Disney destinations and in the home.

Disney expands corporate partnerships

Disney said the agreement aligns with its strategy of working with established consumer brands to create experiences across its parks, cruise operations and media platforms.

Becca Vodnoy, Senior Vice President of Corporate Alliances, The Walt Disney Company: "Disney Corporate Alliances is focused on working with iconic brands with shared values to create meaningful experiences that bring families closer to the stories and places they love. The collaboration with Kraft Heinz is the perfect demonstration of another brand that understands how families connect through everyday moments, and together we will build creative experiences for our consumers across our destinations, platforms, and fan touchpoints."

Rollout begins this summer

The alliance launches this summer, with activations scheduled throughout the year across Disney's North American parks, resorts and cruise line.

Visitors to D23: The Ultimate Disney Fan Event will also receive an early look at elements of the collaboration before additional experiences are introduced across Disney destinations.

www.kraftheinzcompany.com

www.thewaltdisneycompany.com

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