Frequently Asked Questions
The campaign uses Garfield as the face of a national awareness effort about overweight cats, centered around a humorous OOH installation near Mall of America and supported by IAMS Healthy Weight Dry Cat Food.
The hero OOH activation is placed across from the north entrance of Mall of America in Minnesota, one of the U.S. states with high percentages of overweight cats.
Garfield is America’s most famous food-obsessed cat, making him the perfect character to flip a cultural joke about indulgence into a conversation about healthy feline body weight.
The billboard appears to be tipped over and crushing a parked car under Garfield’s weight, turning a playful exaggeration into a visual metaphor for the real health risks of excess weight in cats.
The campaign urges cat parents to recognize that extra weight is a serious health issue, and shows how IAMS Healthy Weight Dry Cat Food can support their cats’ journey toward a healthier body condition.
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