IAMS’ OOH activation with Garfield for healthy weight awareness for Cats

IAMS launched a national Out-of-Home (OOH) campaign in partnership with the iconic cartoon character Garfield to address the issue of pet obesity in the United States. The campaign was timed to promote IAMS Healthy Weight Dry Cat Food, a new product formulated to support feline weight loss. 

The most visible element of the campaign was a striking, custom-built installation located across from the north entrance of the Mall of America in Minnesota, a region identified as having a high rate of overweight cats. This location was selected for its high traffic and visibility to maximize impact. 

The key creative execution utilized a three-dimensional billboard featuring Garfield, the famously food-focused tabby. The installation was engineered to look as if the billboard was physically tipped over by Garfield’s weight, appearing to crush a parked car below. This dramatic and visually disruptive design was intended to be highly shareable and effective in underscoring the serious health implications of excess weight in cats. 

The OOH display functioned as an anchor for a broader, integrated marketing effort. By leveraging Garfield’s universal recognition and humorous association with overindulgence, IAMS aimed to cut through the perception that overweight cats are simply “cute” and draw attention to the importance of pet health. The campaign’s physical presence was supported by a parallel digital strategy on platforms like Instagram and TikTok, which showcased the weight loss journeys of real-life cats to further educate pet owners.