• by Tanya Gazdik , 4 hours ago

Kraft Heinz Company and The Walt Disney Company announced a landmark, long-term strategic alliance that unites the companies across food, media and experience. 

“The alliance is part of a push by Kraft Heinz to breathe new life into its decades-old brands and revive sales after years of decline,” according to The Wall Street Journal. 

The company said the deal represents the next step in a strategy to expand beyond grocery shelves and into immersive experiences and experiential commerce.

“That’s what marketing is about today,” Nicolas Amaya, Kraft Heinz’s new head of its North America business, told The Wall Street Journal. “It’s about creating experiences that are memorable.” 

The alliance will introduce new menu items, guest experiences and product offerings at hundreds of dining locations throughout Walt Disney World Resort in Orlando, Florida, Disneyland Resort in Anaheim, California and on Disney Cruise Line sailings out of North America.

“Terms of the deal were not disclosed, though it will include 10 Kraft Heinz brands,” according to The Hollywood Reporter. “The experiences element of the deal … 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).”

The alliance unlocks opportunities for integrated marketing campaigns, digital content and brand-led marketing campaigns across Disney’s media platform. 

“The companies have kicked off a 360-degree campaign to launch the partnership,” according to Marketing Dive. “‘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.”

The alliance officially launches this summer, with activations and experiences rolling out across North American Disney parks, resorts, cruises, and more throughout the year. Heinz also will have a presence at D23: The Ultimate Disney Fan Event Aug. 14-16 in Anaheim, Caliornia, with new sauces from its “sauce vault.”