Disney, Kraft Heinz Forge Multiyear Alliance Across 10 Brands and ESPN, Parks
Updated
Updated · Hollywood Reporter · Jul 21
Disney, Kraft Heinz Forge Multiyear Alliance Across 10 Brands and ESPN, Parks
3 articles · Updated · Hollywood Reporter · Jul 21
Summary
10 Kraft Heinz brands will be woven into Disney’s media and experiences under a new multiyear alliance, extending beyond food supply into films, TV, theme parks, cruises and major sports coverage.
Disney said the deal will bring prime placement for Heinz, Philadelphia and Kraft Mac & Cheese at Walt Disney World, Disneyland and North America cruise sailings, alongside new menu items and condiment stations.
Kraft Heinz also plans activations at D23 this summer, while executives said the partnership could expand into storytelling-driven collaborations and integrations around ESPN events including next year’s Super Bowl.
The pact broadens an earlier product-supply and character-licensing arrangement into a wider brand-marketing platform, giving Kraft Heinz access to Disney’s full entertainment ecosystem.