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迪士尼与卡夫亨氏宣布多年品牌与餐饮营销联盟
该事件本质是迪士尼园区、邮轮、媒体平台与卡夫亨氏品牌的联合营销和餐饮体验合作，未披露订单金额、采购承诺、分成比例或利润增量。
📄 原文DIS↗ 原文
The Walt Disney Company and Kraft Heinz Announce Landmark Alliance, Uniting the Iconic Companies Across Food, Media, an…
不做 迪士尼（DIS.US）
超大市值公司品牌营销合作，未披露订单金额、收入分成或利润增量，短线无可量化 edge，不做。
不做 卡夫亨氏（KHC.US）
迪士尼渠道曝光属于品牌合作和营销活动，缺乏供货金额、独家条款或业绩量级，不做。
展开详情(成交明细 / 研究档案 / 原文全文 / 决策记录链)
研究档案
🔎 新鲜度:最早出现 2026-07-21 · 扩散 low · price-in 风险 medium ↗
关键理由
- 该事件本质是迪士尼园区、邮轮、媒体平台与卡夫亨氏品牌的联合营销和餐饮体验合作，未披露订单金额、采购承诺、分成比例或利润增量。
- 迪士尼和卡夫亨氏均为大市值成熟公司，品牌联盟难以在短周期内形成可量化的收入或利润重定价。
主要风险
- 若后续披露独家供货金额、园区食品服务替换规模或媒体投放预算，需由新信号重新评估。
原文全文
展开原文 · 5,327 字
The Walt Disney Company and Kraft Heinz Announce Landmark Alliance, Uniting the Iconic Companies Across Food, Media, and Experiences
Brand
July 21, 2026
4 min. read
Today, The Walt Disney Company and the Kraft Heinz Company announced a landmark, long-term multi-year strategic alliance, bringing together two of the world’s most iconic companies. The enterprise-wide alliance spans foodservice, media, events, and more — creating a platform for innovation and storytelling that reaches families wherever they engage with Disney and Kraft Heinz brands both in parks and cruises, and at home.
The alliance will show up across Disney’s North American parks and resorts, Disney Cruise Line , and Disney’s studios and streaming platforms, and creates opportunities involving Disney’s iconic franchises. The collaboration enables Disney and Kraft Heinz to deliver new menu offerings, distinctive dining experiences, and storytelling-driven offerings inspired by Disney’s unmatched portfolio of beloved stories and franchises.
Ten Kraft Heinz brands — including HEINZ, Philadelphia, and Kraft Mac & Cheese — will become part of Disney moments that guests and fans love most, bringing familiar favorites to settings as iconic as Main Street, U.S.A. , and as adventurous as Star Wars: Galaxy’s Edge . The alliance will introduce new menu items, guest experiences, and product offerings at hundreds of dining locations throughout Walt Disney World Resort in Orlando, Fla., Disneyland Resort in Anaheim, Calif., and on Disney Cruise Line sailings out of North America.
Disney 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. The 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.
—
Becca Vodnoy, SVP of Corporate Alliances, The Walt Disney Company
The collaboration combines Kraft Heinz’s leadership in flavor and innovation with Disney’s world-class culinary creativity and storytelling to introduce new menu offerings and bespoke guest experiences across U.S. Disney Parks and Disney Cruise Line. This includes the debut of new HEINZ condiment stations and custom-designed equipment throughout the parks. Additionally, HEINZ will delight fans at D23: The Ultimate Disney Fan Event on August 14, 15, and 16 in Anaheim, Calif., with new sauces from their Sauce Vault.
The alliance also unlocks opportunities for integrated marketing campaigns, digital content and brand-led marketing campaigns across Disney’s media platforms — creating powerful opportunities for families and fans to engage across meals, moments and memories.
“Kraft Heinz and Disney are two companies that are woven into the fabric of family life,” said Peter Hall , President, Away from Home at Kraft Heinz Company. “For generations, families have grown up with our brands side by side — watching Disney favorites with a bowl of Kraft Mac & Cheese or reaching for HEINZ at the table. 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 multi-year collaboration brings Kraft Heinz brands to consumers at scale through one of the world’s most powerful entertainment ecosystems. Inspired by Disney’s enduring cultural impact and multi-generational fandom, the alliance advances Kraft Heinz’s ambition to meet consumers wherever culture is happening — at the intersection of food, sports, and entertainment.
“Disney 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,” said Becca Vodnoy , Senior Vice President of Corporate Alliances at The Walt Disney Company. “The 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.”
The alliance officially launches this summer, with activations and experiences rolling out across North American Disney parks, resorts, cruises, and more throughout the year. Fans can also expect surprises at D23: The Ultimate Disney Fan Event this August , offering an early glimpse into the collaboration.
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The post The Walt Disney Company and Kraft Heinz Announce Landmark Alliance, Uniting the Iconic Companies Across Food, Media, and Experiences appeared first on The Walt Disney Company .
Brand
July 21, 2026
4 min. read
Today, The Walt Disney Company and the Kraft Heinz Company announced a landmark, long-term multi-year strategic alliance, bringing together two of the world’s most iconic companies. The enterprise-wide alliance spans foodservice, media, events, and more — creating a platform for innovation and storytelling that reaches families wherever they engage with Disney and Kraft Heinz brands both in parks and cruises, and at home.
The alliance will show up across Disney’s North American parks and resorts, Disney Cruise Line , and Disney’s studios and streaming platforms, and creates opportunities involving Disney’s iconic franchises. The collaboration enables Disney and Kraft Heinz to deliver new menu offerings, distinctive dining experiences, and storytelling-driven offerings inspired by Disney’s unmatched portfolio of beloved stories and franchises.
Ten Kraft Heinz brands — including HEINZ, Philadelphia, and Kraft Mac & Cheese — will become part of Disney moments that guests and fans love most, bringing familiar favorites to settings as iconic as Main Street, U.S.A. , and as adventurous as Star Wars: Galaxy’s Edge . The alliance will introduce new menu items, guest experiences, and product offerings at hundreds of dining locations throughout Walt Disney World Resort in Orlando, Fla., Disneyland Resort in Anaheim, Calif., and on Disney Cruise Line sailings out of North America.
Disney 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. The 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.
—
Becca Vodnoy, SVP of Corporate Alliances, The Walt Disney Company
The collaboration combines Kraft Heinz’s leadership in flavor and innovation with Disney’s world-class culinary creativity and storytelling to introduce new menu offerings and bespoke guest experiences across U.S. Disney Parks and Disney Cruise Line. This includes the debut of new HEINZ condiment stations and custom-designed equipment throughout the parks. Additionally, HEINZ will delight fans at D23: The Ultimate Disney Fan Event on August 14, 15, and 16 in Anaheim, Calif., with new sauces from their Sauce Vault.
The alliance also unlocks opportunities for integrated marketing campaigns, digital content and brand-led marketing campaigns across Disney’s media platforms — creating powerful opportunities for families and fans to engage across meals, moments and memories.
“Kraft Heinz and Disney are two companies that are woven into the fabric of family life,” said Peter Hall , President, Away from Home at Kraft Heinz Company. “For generations, families have grown up with our brands side by side — watching Disney favorites with a bowl of Kraft Mac & Cheese or reaching for HEINZ at the table. 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 multi-year collaboration brings Kraft Heinz brands to consumers at scale through one of the world’s most powerful entertainment ecosystems. Inspired by Disney’s enduring cultural impact and multi-generational fandom, the alliance advances Kraft Heinz’s ambition to meet consumers wherever culture is happening — at the intersection of food, sports, and entertainment.
“Disney 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,” said Becca Vodnoy , Senior Vice President of Corporate Alliances at The Walt Disney Company. “The 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.”
The alliance officially launches this summer, with activations and experiences rolling out across North American Disney parks, resorts, cruises, and more throughout the year. Fans can also expect surprises at D23: The Ultimate Disney Fan Event this August , offering an early glimpse into the collaboration.
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The post The Walt Disney Company and Kraft Heinz Announce Landmark Alliance, Uniting the Iconic Companies Across Food, Media, and Experiences appeared first on The Walt Disney Company .
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