Posted by Will a little Disney magic work wonders for an aging brand? Kraft Heinz is betting on it.
Kraft Heinz has been a household name for decades, with staples like Kraft mac ‘n cheese or condiments as second-nature as Heinz ketchup and mustard. Kraft Heinz became a single entity in a massive merger in 2015. But individually both brands boast long legacies, which date all the way back to 1869 for Heinz, and to 1903 when Kraft launched its humble beginnings as a door-to-door cheese business.
Despite being deeply entrenched in American life, the food conglomerate has been in decline in recent years, as consumers trend away from processed foods toward more fresh ingredients. Kraft Heinz is hoping a long-term strategic alliance entered into with Disney will reignite their brand’s product popularity as an inherent part of American life.
The Wall Street Journal describes the move as “part of a push by Kraft Heinz to breathe new life into its decades-old brands and revive sales after years of decline.”
It’s All About the Experience
Kraft Heinz portrays the collaboration with Disney as part of a strategy to “expand…into immersive experiences and experiential commerce” beyond the grocery shelf.
“That’s what marketing is about today,” says Nicolas Amaya, who is Kraft Heinz’s new head of its North America business. “It’s about creating experiences that are memorable.”
While most details of the deal are undisclosed, you can expect to see 10 Kraft Heinz brands showing up in new menu items, guest experiences, and product offerings throughout Disney locations in Florida and California. The collaborations will also appear on Disney Cruises that sail out of North America.
Media is another important element of the alliance, where Kraft Heinz brands may appear in future Disney feature films or television shows, or be seen in event coverage, such as next year’s Superbowl, according to The Hollywood Reporter.
The alliance is slated to begin rolling out this summer. Will their collaboration once again entrench Kraft Heinz as an essential part of American households, or is the brand merely wishing upon a star? Find out more.