Kraft Heinz and The Walt Disney Company announced a long-term strategic partnership on Tuesday covering foodservice, media, and events. According to information obtained by Marketing Dive, the partnership will support integrated marketing campaigns, digital content, and other branding opportunities across Disney media platforms.

"Kraft Heinz and Disney are two companies deeply woven into the fabric of family life," said Nicolas Amaya, President of Kraft Heinz North America, in a statement. "This alliance is about showing up together at the most important moments—whether in the parks or at home—delivering elevated experiences and storytelling that turn everyday meals into lifelong memories."

The partnership will span Disney's parks and resorts in North America, cruise lines, film studios, and streaming platforms. Ten Kraft Heinz brands, including Heinz, Philadelphia, and Kraft Mac & Cheese, will launch new menu items, experiences, and products, including the debut of a new Heinz condiment station at the parks. The CPG marketer will also activate a "Heinz Flavor Ferry" at Disney's D23 fan event in Anaheim, California, from August 14-16, opening a brand "sauce vault" and offering limited-edition pins to the first 570 visitors each day.

The companies have launched a 360-degree marketing campaign to debut the partnership. "Together at Last," created by Kraft Heinz agency partner Rethink, spans video, social, and digital channels, anchored by a brand film titled "Meant to be Together."

The creative blends iconic elements from both marketers: a row of Kraft Heinz products casts a shadow shaped like Cinderella's Castle; a child in a "Lion King" pajama holds up a bottle of ketchup as if it were Simba; a sandwich with Heinz mustard is juxtaposed with "Toy Story" elements; Olaf from "Frozen" is assembled from Jet-Puffed marshmallows; and a Mickey Mouse silhouette is drawn with ketchup.

"You likely grew up with Kraft Heinz and Disney—both are not only iconic in their respective industries but also central to countless meaningful moments across generations. 'Together at Last' is a celebratory expression of that, giving fans a glimpse of how the everyday meals made possible by our beloved products can live alongside Disney's cherished stories and together create memories that last a lifetime," said Todd Kaplan, Chief Marketing Officer of Kraft Heinz, in a statement.

For Kraft Heinz, the partnership is the latest marketing move as the company seeks to get back on track afterpausing plans to split into two companies. CEO Steve Cahillane said on anearnings callthat marketing investment increased 37% year-over-year in the three months ending March 28.

"We reallocated funds to higher-return brand media, improved efficiency with fewer but more effective media partners, and launched stronger consumer-driven creative," the executive said on the call. "Importantly, we are measuring direct sales impact and seeing clear improvement. Based on the latest data, global advertising return on investment rose by 8 percentage points."

In March, Kraft Heinz announced a five-year agreement making it the NFL'sfirst global condiment partner. The partnership launched withactivation activitiesaround April's NFL Draft, aiming to drive incremental retail opportunities and expand Heinz's away-from-home foodservice business. Disney will simulcast Super Bowl LXI on ABC and ESPN and isreportedly seeking $10 million for 30-second ads during the game.

The owner of the Oscar Mayer brand has also launched itslargest-ever combined brand marketing campaign, tied to the U.S. 250th anniversary celebration this summer, for which it is an official partner. The "The United Tastes of America" creative spans digital, social, out-of-home, online video, and retail channels.