By Allison Watkinson
TLL Reporter
Kraft Heinz and Live Nation have signed a multi-year licensing partnership that brings the company’s food brands to music venues across the US.
“Food is a key part of the fan experience, and we’re excited to welcome Kraft Heinz, one of the most beloved names in food, to our expanding portfolio of food and beverage partners,” said Live Nation president, Russell Wallach. “This partnership reflects our commitment to elevating the food experience across our venues, while also giving brands a more meaningful role in the moments fans live for.”
For the new partnership, Kraft Heinz will be named the official condiment and mac & cheese of over 80 entertainment venues from Live Nation’s portfolio.
This includes integration of Kraft Heinz’ selection of snacks and condiments onto menus and shops at the company’s live concerts, festivals and music events throughout the year.
Notable brands included in the licensing partnership are Kraft Deluxe Mac & Cheese, as well as Heinz Ketchup, Mustard, Relish and more.
Kicking off at Lollapalooza from July 31 to August 3, Heinz will serve as the presenting sponsor of the festival’s Chow Town food destination.
“By partnering with Live Nation, we’re able to create unforgettable experiences that bring fans together through food, live music, and entertainment,” said Kraft Heinz president, Peter Hall. “As part of our company strategy, we continue to look for ways to engage with consumers anywhere they’re eating outside of the kitchen – including at music festivals, concerts, and more,” added Hall. “Our partnership with Live Nation is a great example of this in action, helping us turn up the flavor and highlight our beloved sauce portfolio to music fans nationwide.”
The new agreement with Live Nation joins Kraft Heinz’s existing portfolio of experiential licensing partnerships across the restaurant, hospitality and travel sectors.
Image Credit: The Kraft Heinz Company Logo.
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