Diamond Foods revealed that its Pop Secret premium popcorn brand has entered a “long-term strategic alliance” with The Walt Disney Company.
As part of the tie-up, Pop Secret will become the official popcorn of Walt Disney World Resort in Florida and Disneyland Resort in California. 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.
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 all ways in which Pop Secret popcorn expects to work with Disney, the company added.
"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," said 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."