The IAMS brand has launched its latest national campaign in partnership with adam&eveDDB, placing America’s most iconic tabby, Garfield, at the center of a humorous yet urgent message: addressing the growing issue of overweight cats in the U.S. Blending OOH Outdoor, Film, and Social, the campaign promotes the new IAMS Healthy Weight Dry Cat Food, formulated to help cats lose weight in just two months. With bold visual storytelling and a uniquely playful tone, the initiative brings a serious health concern directly into the spotlight.

A billboard that makes the message impossible to ignore

One of the campaign’s most striking moments is an installation placed directly across from the north entrance of the Mall of America in Minnesota — a state with one of the highest percentages of overweight cats. The OOH activation features a massive billboard seemingly tipped over by Garfield’s weight, crushing a parked car beneath it. The visual gag transforms a lighthearted image into a meaningful metaphor, emphasizing the real consequences of excess weight on feline health.

This installation is engineered for instant attention. Its scale, humor, and shock value make it highly shareable across social media, turning a physical structure into an educational moment. It’s a perfect example of how powerful storytelling in billboards and outdoor advertising can communicate complex issues through a single, memorable image.

A national callout: 60% of U.S. cats are overweight

Beyond the humor, the campaign highlights a serious and often overlooked issue. According to new data from the IAMS brand, 60% of cats in the United States are overweight, yet only 28% of cat parents recognize that their pet may have a weight problem. Internet culture has played a significant role in normalizing larger cats, with many Americans admitting they prefer overweight cat content because they find it cuter or funnier.

However, overweight pets face real health risks, including joint stress, diabetes, shorter lifespans, and decreased quality of life. By using Garfield — a beloved, famously food-obsessed character — the campaign flips a cultural joke into a moment of awareness that cat parents can’t overlook.

OOH created to spark conversation across the country

The campaign leverages OOH Outdoor not just as a media channel, but as a storytelling device capable of stopping people in their tracks. Whether displayed on large-format walls, high-traffic billboards, or urban transit surfaces, the creative is unmistakably bold. The installation’s physical impact, combined with Garfield’s instantly recognizable silhouette, ensures visibility in even the busiest public spaces.

For brands searching for advertising companies near me or planning to push awareness through outdoor media, IAMS demonstrates exactly how creativity and clarity can transform the environment into an educational touchpoint that resonates with pet owners.

@chase_a_johnson What is this? 🤔 #mallofamerica #minnesota ♬ original sound - Chase Johnson

Real cats, real stories, real change

To extend the campaign beyond a single installation, IAMS is showcasing the journeys of real cats who are working toward healthier body weights using IAMS Healthy Weight Dry Cat Food. Through Instagram and TikTok, pet parents can follow the routines, progress, and transformations of everyday cats.

Jean-Paul Jansen, Chief Marketing Officer at Mars Pet Nutrition North America, explains that this initiative is meant to empower pet owners and spark national action. The goal is not only awareness, but encouragement — helping pet parents recognize the issue and take the first steps toward improving the health of their companions.

Final thoughts

With its playful tone, striking visuals, and heartfelt message, the IAMS x Garfield campaign achieves what few pet-health initiatives have managed: turning a widespread problem into a nationwide conversation. The blend of OOH, digital storytelling, and real-life pet journeys reinforces a single, powerful message — for cats to live fuller, healthier lives, awareness must start at home.

With one unforgettable billboard and a beloved feline ambassador, IAMS reminds us that meaningful advertising can be both educational and entertaining.