Kraft Heinz, Disney Launch Multiyear Brand Partnership Across Parks, Media
Kraft Heinz and The Walt Disney Co. have announced a long-term strategic alliance that will integrate the CPG giant’s brands across Disney’s media platforms, theme parks, cruise line and fan events, creating new opportunities for storytelling, food innovation and consumer engagement.
The multiyear collaboration spans foodservice, marketing, events and media, with activations planned across Walt Disney World Resort, Disneyland Resort, Disney Cruise Line, Disney Studios and Disney's streaming platforms.
Ten Kraft Heinz brands — including Heinz, Kraft Mac & Cheese and Philadelphia — will become part of Disney dining experiences through new menu offerings, branded touchpoints and future product collaborations at dining locations throughout Disney's North American parks and cruise ships.
Among the first activations, Kraft Heinz will debut new Heinz-branded condiment stations throughout Disney parks and showcase products from its “Sauce Vault” portfolio at D23: The Ultimate Disney Fan Event, scheduled for Aug. 14-16 in Anaheim, California.
Beyond foodservice, the companies plan to collaborate on integrated marketing campaigns, digital content and brand-led activations across Disney's entertainment ecosystem.
"Our brands have grown alongside Disney for generations," Nicolas Amaya, president of North America at Kraft Heinz, said in a media release. "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."
Becca Vodnoy, senior vice president of corporate alliances at Disney, said the partnership aligns with the company's strategy of collaborating with brands that can enhance guest experiences across its destinations and media platforms.
The collaboration reflects Kraft Heinz's broader strategy of positioning its portfolio at the intersection of food, entertainment and culture. According to the company, the alliance is intended to create opportunities for families to engage with Kraft Heinz brands both during Disney experiences and through media content at home.
The partnership also reflects a broader shift among CPG marketers toward immersive brand ecosystems that blend commerce, entertainment and experiential marketing into a single consumer journey.
The alliance officially launches this summer, with additional experiences, menu items and marketing initiatives expected to roll out throughout the year.
