Kraft Heinz and The Walt Disney Company on Tuesday announced a long-term strategic partnership that spans food service, media and events, according to details shared with Marketing Dive. The collaboration allows for integrated marketing campaigns, digital content and other branded opportunities across Disney’s media platforms.
“Kraft Heinz and Disney are two companies that are woven into the fabric of family life,” Nicolas Amaya, president of North America at Kraft Heinz Company, said in a statement. “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 that last a lifetime.”
The partnership will show up across Disney’s North American parks and resorts, its cruise line, studios and streaming platforms. Ten Kraft Heinz brands, including Heinz, Philadelphia and Kraft Mac & Cheese, will offer new menu items, experiences and offerings, including the debut of new Heinz condiment stations throughout the parks. The CPG marketer will also activate the Heinz Flavor Ferry at Disney’s D23 fan event on Aug. 14-16 in Anaheim, California, opening the brand’s “sauce vault” and giving a limited-edition pin to the first 570 visitors per day.
The companies have kicked off a 360-degree campaign to launch the partnership. “Together at Last,” created with Kraft Heinz agency partner Rethink, spans video, social and digital, and is anchored by hero film “Meant to be Together.”
Creative combines memorable elements from both marketers: A lineup of Kraft Heinz products casts a shadow in the shape of Cinderella's Castle; a child in “Lion King” pajamas holds up a bottle of ketchup as if it is Simba; a sandwich made with Heinz mustard sits alongside elements from “Toy Story”; “Frozen” snowman Olaf is assembled from Jet-Puffed marshmallows; and a Mickey Mouse silhouette is made out of ketchup.
“Chances are you grew up with both Kraft Heinz and Disney — the two are not only iconic in their respective industries, but the key to so many meaningful moments spanning generations. 'Together at Last' is a celebratory representation of that, giving fans just a glimpse of how everyday meals with our beloved products are enjoyed alongside Disney’s treasured stories and how, together, they make memories that can last a lifetime,” Kraft Heinz CMO Todd Kaplan said in a statement.
For Kraft Heinz, the partnership is the company’s latest marketing effort as it seeks to get back on track after pausing plans to split into two companies earlier this year. Investments in marketing increased 37% year over year for the three-month period ended March 28, CEO Steve Cahillane said on an earnings call.
“We’ve reallocated dollars towards higher return brand media, improving efficiency through fewer, more effective media partners, and launching stronger consumer-driven creative,” the executive said on the call. “Importantly, we’re measuring direct sales impact, and we are seeing clear improvements. Based on our latest data, return on ad spend grew 8 percentage points globally.”
Kraft Heinz in March announced a five-year deal that made it the NFL’s first global condiment partner. The partnership, which kicked off with an activation around April’s NFL draft, seeks to drive incremental retail opportunities and expand the marketer’s Heinz’s Away From Home food service business. Disney will simulcast Super Bowl LXI across ABC and ESPN and is reportedly seeking $10 million for 30-second ads during the game.
The Oscar Mayer marketer also launched its largest portfolio campaign to date with an effort timed to this summer’s America250 celebration, of which it was an official partner. “The United Tastes of America” creative ran across digital, social, out-of-home, online video and retail channels.
