Kraft Heinz and Disney launch strategic marketing partnership
Two iconic brands join forces to create unforgettable moments in families' daily lives.
1Two iconic brands unite
Kraft Heinz and Disney, two brands deeply embedded in family life, have launched a long-term marketing partnership. The collaboration will span Disney's theme parks to digital platforms, aiming to create memorable experiences for consumers. This alliance highlights how both brands can enhance everyday moments together.
2Unique experiences from parks to homes
As part of the partnership, Kraft Heinz brands like Heinz, Philadelphia, and Kraft Mac Cheese will introduce new menu items and experiences at Disney's North American parks. Special Heinz condiment stations will debut, and activations like the 'Heinz Flavor Ferry' at the D23 fan event will engage visitors with limited-edition offerings.
3Creative campaigns kick off
To announce the collaboration, a 360-degree campaign titled 'Together at Last' has been launched. The campaign creatively blends iconic elements from both brands, such as a Mickey Mouse silhouette made from ketchup and 'Toy Story'-themed sandwiches. These imaginative concepts aim to resonate with fans of both brands.
4Boosting brand value
For Kraft Heinz, this partnership is part of its strategy to enhance marketing impact. After pausing plans to split into two companies earlier this year, the company has increased marketing investments, resulting in an 8% global rise in ad spend ROI. This collaboration further strengthens its brand positioning.
5Other major partnerships
Alongside the Disney deal, Kraft Heinz has signed a five-year agreement with the NFL as its first global condiment partner. The company also launched Oscar Mayer's largest campaign, 'The United Tastes of America,' timed with the America250 celebration. These moves aim to expand retail and food service opportunities.
6A legacy for generations
Kraft Heinz and Disney are both brands that have shaped generations of consumers. This partnership goes beyond boosting sales—it aims to strengthen brand loyalty and create lasting emotional connections. By combining everyday meals with Disney's cherished stories, the collaboration turns simple moments into lifelong memories.
Original article: Marketing Dive — Kraft Heinz ve Disney stratejik pazarlama işbirliği başlattı