The Kraft Heinz Company and The Walt Disney Company jointly announced on July 21st the establishment of a multi-year, long-term strategic alliance, with collaboration spanning numerous areas including food service, media, events, and brand experiences.
Under the agreement, the two companies will engage in comprehensive cooperation across Disney's theme parks and resorts in North America, its cruise line, and its film and streaming platforms. Ten of Kraft Heinz's brands, including Heinz ketchup, Philadelphia cream cheese, and Kraft Mac & Cheese, will be featured in hundreds of dining locations at the Walt Disney World Resort, Disneyland Resort, and on Disney Cruise Line's North American sailings, offering new menus and customized dining experiences. New Heinz condiment stations and custom equipment will also be installed within the parks.
The alliance also includes integrated marketing campaigns and digital content collaboration. Todd Kaplan, Chief Marketing Officer of Kraft Heinz, stated that the companies are exploring how to integrate the brands into Disney's feature films or television programs. To launch the partnership, they have introduced a 360-degree marketing campaign titled "Finally Together," with creative short films cleverly blending Heinz products with classic Disney scenes from films like "The Lion King" and "Toy Story."
Nicolas Amaya, President of Kraft Heinz North America, noted that both companies are woven into the fabric of family life, and this alliance aims to be present together during the most important moments, transforming everyday meals into lasting memories. Becca Vodnoy, Senior Vice President of Corporate Alliances at Disney, highlighted that this collaboration reflects a shared understanding of daily family connections and a commitment to co-creating innovative experiences for consumers across destinations.
The financial terms of the alliance were not disclosed. The partnership officially launches this summer, and fans can get a first look at the collaboration details at the D23 Ultimate Fan Event in Anaheim this August.