{"id":3970,"date":"2026-07-21T12:05:32","date_gmt":"2026-07-21T12:05:32","guid":{"rendered":"https:\/\/uspropertymoves.com\/?p=3970"},"modified":"2026-07-21T12:05:32","modified_gmt":"2026-07-21T12:05:32","slug":"disney-and-kraft-heinz-ink-wide-ranging-brand-deal-across-media-and-experiences","status":"publish","type":"post","link":"https:\/\/uspropertymoves.com\/?p=3970","title":{"rendered":"Disney and Kraft Heinz Ink-Wide Ranging Brand Deal Across Media and Experiences"},"content":{"rendered":"
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\n\tIn a wide-ranging brand deal unlike anything in recent memory, The Walt Disney Co. and Kraft Heinz have inked a multiyear \u201cstrategic alliance\u201d that will span media and experiences, bringing Kraft Heinz brands to Disney\u2019s film and TV content, as well as to the company\u2019s vast theme parks and cruise business.<\/p>\n

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\n\tTerms 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.<\/p>\n

\n\tThe 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\u2019s sauce vault.<\/p>\n

\n\tBut 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 <\/em>for example), or as part of event coverage, such as next year\u2019s Super Bowl on ESPN (where ad space is at a premium, as it always is). <\/p>\n

\n\t\u201cFrom going to the movies and watching a TV show to going to a theme park, it\u2019s 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\u2019s also what our 100-year-old plus brands have also already done,\u201d says Todd Kaplan, the CMO of Kraft Heinz North America, in an interview with The Hollywood Reporter<\/em>. \u201cIt allows us to show up in these mealtime moments that matter most to consumers when they\u2019re having these shared experiences, whether it\u2019s 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\u2019re watching.\u201d<\/p>\n

\n\t\u201cWe\u2019re gonna have storytelling-driven collaborations, media integrations, experiential activations inspired by all of Disney\u2019s iconic franchises and major sporting events,\u201d he adds.<\/p>\n

\n\tKaplan 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.<\/p>\n

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\n\t\u201cIt\u2019s 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,\u201d Kaplan says. \u201cAs 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\u2019re really excited about the opportunity to create new opportunities and unlock new value for both of our organizations.\u201d<\/p>\n

\n\tAnd more than anything, it is about merging one of America\u2019s best-known entertainment brands, and connecting it with the owner of some of its best known food brands.<\/p>\n

\n\t\u201cDisney 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,\u201d said Becca Vodnoy, senior VP of corporate alliances at The Walt Disney Co. \u201cThe 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.\u201d<\/p>\n

\n\t\u201cWhy we\u2019re 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\u2019s watching your favorite Disney movie, whether it\u2019s with Kraft Mac and Cheese, whether it\u2019s reaching for Heinz at the dinner table, our brands are really woven into everyday family traditions,\u201d says Kaplan. \u201cWe 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\u2019s 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.\u201d<\/p>\n

\n\tAnd among Hollywood companies it\u2019s the sort of deal only Disney could do, from the Super Bowl and big-budget films to streaming shows and cruise ships.<\/p>\n

Read more Peter Lassally, Producer for Johnny Carson and David Letterman, Dies at 93<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Disney and Kraft Heinz ink wide-ranging brand and advertising deal across theme parks, film and TV media and Disney Cruise Line.<\/p>\n","protected":false},"author":1,"featured_media":3969,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[989,169,2747],"class_list":["post-3970","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interesting","tag-advertising","tag-disney","tag-the-walt-disney-company"],"yoast_head":"\nDisney and Kraft Heinz Ink-Wide Ranging Brand Deal Across Media and Experiences - US Property Moves<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/uspropertymoves.com\/?p=3970\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Disney and Kraft Heinz Ink-Wide Ranging Brand Deal Across Media and Experiences - 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