Launching a Disney Partnership During a Crisis
COVID hit. Theaters closed. We pivoted—and the partnership got stronger.
🎥 Scene Setting:
Annie’s was set to launch its first-ever entertainment partnership with Disney, tied to the theatrical release of Luca.
Then COVID hit. Theaters closed. Timelines collapsed. And we had to rethink everything—fast.
I led the pivot from a physical, in-store campaign to a digital-first partnership launch on Disney+, all while keeping trust, strategy, and storytelling intact.
🔍 The Shift:
At first, this felt like a disruption. But I reframed it as a design prompt:
How might this shift make the partnership stronger—not just salvaged?
That mindset helped me reimagine the launch—and build an even more agile collaboration between Annie’s, Disney, and Fandango.
🧑🤝🧑 My Role:
Led brand partnership strategy between Annie’s, Disney, and Fandango
Pivoted campaign from theatrical to streaming release under tight timelines
Negotiated media placements and content swaps across teams
Represented General Mills at the Luca Hollywood premiere
Helped set the stage for longer-term collaboration between GM and Disney
What We Learned:
🎯 Strategic agility builds brand trust
By staying calm, creative, and communicative, we delivered a win under pressure—and deepened a key brand relationship in the process.
🎥 Storytelling still matters—even when plans change
We shifted channels, but kept the story aligned with both brands' values.
🤝 Strong partnerships aren’t built in the kickoff—they’re built in the pivots
✨ Why It Still Matters:
This wasn’t just a reactive fix—it was a moment to lead with clarity.
The way we responded shaped how our partners saw us. And it proved that agility isn’t about moving faster—it’s about staying grounded in what matters, even when the plan changes.
