In a wide-ranging brand deal unlike anything in recent memory, The Walt Disney Co. and Kraft Heinz have inked a multiyear “strategic alliance” that will span media and experiences, bringing Kraft Heinz brands to Disney’s film and TV content, as well as to the company’s vast theme parks and cruise business.
Terms of the deal were not disclosed, though it will include 10 Kraft Heinz brands, including Heinz (best known for Ketchup, of course), Philadelphia (cream cheese) and Kraft Mac & Cheese getting prime placement within Walt Disney World in Orlando and Disneyland in Anaheim, as well as on Disney cruises departing out of North America.
The experiences element of the deal will also include new menu items, and new condiment stations across the parks. Kraft Heinz will also have a presence at D23 this summer with sauces from the company’s sauce vault.
But it also includes media, where one can imagine Kraft Heinz brands being integrated into Disney feature films or TV shows (think of the role Mercedes-Benz played in Devil Wears Prada 2 for example), or as part of event coverage, such as next year’s Super Bowl on ESPN (where ad space is at a premium, as it always is).
“From going to the movies and watching a TV show to going to a theme park, it’s all about bringing people together around these shared passion points and fandom for some of these properties that I know Disney has across their vast portfolio, and it’s also what our 100-year-old plus brands have also already done,” says Todd Kaplan, the CMO of Kraft Heinz North America, in an interview with The Hollywood Reporter. “It allows us to show up in these mealtime moments that matter most to consumers when they’re having these shared experiences, whether it’s at a park, on a cruise ship, at a hotel or resort in fully integrated ways to meet fans where they are, and sometimes those things are even at home when you’re watching.”
“We’re gonna have storytelling-driven collaborations, media integrations, experiential activations inspired by all of Disney’s iconic franchises and major sporting events,” he adds.
Kaplan says that the companies are still thinking about the specific places they will work together, with the multiyear nature of the deal giving them a runway to discuss what each company has coming down the pipe in terms of products, films, shows and other things. Kraft Heinz, given its vast portfolio of products, is among the largest marketers in the U.S.
“It’s really making sure we can fully integrate our efforts across them all as we look to activate and bring some of these really interesting properties to life,” Kaplan says. “As we look across their whole ecosystem of entertainment platforms and properties, how and when we choose to integrate across the life of this long-term partnership, we’re really excited about the opportunity to create new opportunities and unlock new value for both of our organizations.”
And more than anything, it is about merging one of America’s best-known entertainment brands, and connecting it with the owner of some of its best known food brands.
“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,” said Becca Vodnoy, senior VP of corporate alliances at The Walt Disney Co. “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.”
“Why we’re doing it is, Disney and Kraft Heinz share something really rare: For generations families have grown up with both of our companies and our brands, whether it’s watching your favorite Disney movie, whether it’s with Kraft Mac and Cheese, whether it’s reaching for Heinz at the dinner table, our brands are really woven into everyday family traditions,” says Kaplan. “We have these storied, iconic brands that have been around for many many years, and so the partnership is not about creating this artificial connection, it’s actually about building upon the memory structure that consumers already have of both of our brands, and bringing these moments to life in new ways.”
And among Hollywood companies it’s the sort of deal only Disney could do, from the Super Bowl and big-budget films to streaming shows and cruise ships.