Diamond Foods Inc., San Francisco, has entered into a long-term strategic alliance agreement with Walt Disney World Resort and Disneyland Resort tied to its Pop Secret brand premium popcorn. Pop Secret popcorn is now the official popcorn of Walt Disney World Resort in Lake Buena Vista, FL, and Disneyland Resort in Anaheim, CA.
Diamond Foods also plans to advertise on Disney-owned channels like ABC Family and the Disney Channel. Retail promotions, on-pack sweepstakes and digital content creation are ways in which Pop Secret popcorn expects to work with Disney.
“We have been looking for an alliance that is in-line with our core brand values, and we couldn’t be more delighted to announce this relationship with Walt Disney World Resort and Disneyland Resort,” says Burke Raine, vice president of marketing, snacks, at Diamond. “Pop Secret popcorn and Disney both have deep associations with movies and encourage lasting memories shaped by fun family activities.”
As part of the relationship, Disney will begin selling freshly popped Pop Secret popcorn at popcorn carts throughout Walt Disney World Resort and Disneyland Resort. The Pop Secret brand will also become the title sponsor of the nightly Fantasmic! Show at Disney’s Hollywood Studios at the Walt Disney World Resort and plans to sponsor movie nights held at many of Disney’s resort hotels.