IAMS Teams Up With Garfield

The IAMS™ brand has launched a national campaign aimed at raising awareness for the critical issue of overweight cats in the U.S., partnering with America’s most famous tubby tabby, Garfield. The campaign promotes IAMS Healthy Weight Dry Cat Food, the brand’s latest product innovation, formulated to help cats lose weight in two months[1].

Now, a striking installation across from the north entrance of Mall of America brings the campaign to Minnesota, one of the states with the highest percentages of overweight cats[2]. The Instagram-worthy display, featuring Garfield, doesn’t just deliver a message—it visually drives it home with a billboard that appears to be tipped over by his weight and crushing a parked car, underscoring the serious impact of carrying extra weight and the importance of overall pet health.

But Garfield and his owner Jon are not alone. Sixty percent of U.S. cats are overweight, and only 28 percent of cat parents recognize the issue.[3] Americans’ love for overweight cats has been fueled by an internet culture that celebrates cats’ loveable charm and humor while overlooking the serious health risks of the extra weight. New data from the IAMS brand[4] suggests more than half of Americans report engaging more with overweight cat content because it’s cuter or funnier (58%). However, being at a healthy body weight is important for a pet's health and quality of life. Overweight or obese pets are more prone to developing a number of diseases and health conditions, and can have a shorter lifespan.

“This is a nationwide concern, and we hope by partnering with a famously food-focused feline like Garfield, cat parents everywhere will learn about the issue and be encouraged to take an active role in the healthy weight journeys of their own cats,” said Jean-Paul Jansen, Chief Marketing Officer, Mars Pet Nutrition North America. “The IAMS brand is focused on helping both cats and dogs be full of life for more of their lives, and this innovative new product and supporting campaign continue our mission.”

The brand will further raise awareness about the critical issue of overweight cats by showcasing the journey of real-life cats on their way to a healthy weight with IAMS Healthy Weight Dry Cat Food. Pet parents can follow their routines and get inspired to take action with tips and resources on the IAMS Instagram and TikTok social channels.

“We are excited about the potential of this partnership to help educate real-life pet parents on the importance of cat health,” comments Kirsty Cooper, Senior Creative Director, Global Promotions, CPG & Publishing at Paramount. “Garfield may love lasagna more than life – and we love him like that – but we also know that balanced meals, regular vet visits and a bit of tail-chasing can go a long way to making a healthier cat a happier cat.”

Paul Knott, Creative Director, adam&eveDDB London, added: “Garfield is the world’s most famously overfed cat. His iconic status and universal love make him an expressive and unlikely hero to highlight this message. Although he’s not giving up lasagna anytime soon, he has the power to cut through and make people smile, while delivering a hard-hitting message.”

This latest pet food product from the IAMS™ brand, available online or in-store at major retailers and pet stores nationwide, is designed to take cats from overweight to healthy weight with a 100% complete and balanced recipe that promotes science-backed weight loss in two months1. Ingredients such as real chicken as the first ingredient and L-Carnitine for lean muscle support, plus high protein and fiber levels to help keep cats full between meals and no fillers or artificial flavors*, are all blended to help cats lose weight, stay full and remain playful and active.

To access healthy weight resources in support of all cats on their own wellness journeys and learn more about the partnership between the IAMS™ brand and Garfield, pet parents can visit the IAMS Healthy Weight Hub for Cats and follow the IAMS brand on Instagram and TikTok.

*Trace amounts may be present due to potential cross-contact at manufacturing sites. Ingredients are Natural as defined by Association of American Feed Control Officials (AAFCO).

[1] Mars internal study 2024

[2] 2025 data from Banfield Pet Hospital

[3] PetObesityPrevention.org – 2023 Pet Obesity U.S. Prevalence Study

[4] 2025 IAMS survey conducted with Atomik Research

Credits:

Client: Mars

Brand: IAMS

Project/Campaign Name: Healthy Weight Cat

Mars

Chief Marketing Officer, Mars Pet Nutrition North America – Jean-Paul Jansen

Global Brand VP, IAMS – Edwin Padilla

VP, IAMS North America – Fawad Farrukh

Associate Brand Director, IAMS North America – Matt Darcy

Brand Manager, IAMS North America – Eric Shirley

Digital Ecosystem Manager, IAMS North America – Rachel Dawson

Associate Brand Manager, IAMS North America – Jenny Stuewer

Associate Brand Manager, Mars North America – Michael Rennerfeldt

Senior Director, External Affairs, Mars Pet Nutrition North America – Lindsay Kordik

Brand Communications Director, Mars Pet Nutrition North America – Sarah Sprague

Brand Communications Manager, Mars Pet Nutrition North America – Wes Bottoms

Brand Communications Specialist, Mars Pet Nutrition North America – Elson Brohaugh

Digital Ecosystem Coordinator, Mars Pet Nutrition North America – Bella Byrd

National Recruitment Manager, Mars Pet Nutrition North America – Jackie Gelzheiser

CRM Specialist, Mars Pet Nutrition North America – Andrea Migliore

Digital Merchandising & Operations Specialist, Mars Pet Nutrition North America – Coleen Ducey

DVM, Mars Pet Nutrition North America – Dr. Heidi Parrish

Agency: adam&eveDDB

Creative:

Chief Creative Officers – Richard Brim, Ant Nelson, Mike Sutherland

Creative Director - Paul Knott

Creatives - Ben Robinson, Mike Whiteside

Senior Social Director - Phoebe Wright

Social Creative - Reanne Whitaker

Production:

Joint Head of Integrated Production – Sally Pritchett, Nikki Cramphorn

Producer – Brittany Littlewood

Producer – Joel Wilson

Planning:

Head of Planning – Stuart Williams

Planning Director – Shadi Sarreshtehdarzadeh

Senior Planner – Zayem McTear

Experience:

Chief Experience Officer - Simon Adamson

Senior Experience Designer – Jeremy Gardiner

Chief Executive Officer:

Miranda Hipwell

Account Management:

Managing Partner – Charlotte Cook

Business Director – Stephanie Taylor

Account Director – Robert Tavaré

Account Manager – Lauren Dixon

Project Management:

Project Director – Rasha Noronha

Junior Project Manager – Lucy Morcas-Wilkin

Legal:

Senior Legal Counsel – Tom Campbell

General Counsel – Candice Macleod

Business Affairs:

Senior Business Affairs – Emily Eshelby

Business Affairs Manager – Layla Husted

Design:

Head of Design – Paul Knowles

OMC:

Global Client Lead, Mars Petcare – Varsha Kaura

IP Licensing: Born Licensing

CEO – David Born

Licensing Executive – Alberto Massaro

Production Company (AV): DROOL

Director – Freddie Powell

Director – Oli Beale

EP – Genevieve Sheppard

Producer – Neil Andrews

Director of Photography – Suzie Lavelle

Director’s Assistant – Tiffany Whitney Chang

Production Manager – Rachael Donson

Production Design – Laura Ellis Cricks

Casting – Anna Kennedy

Editing Company: The Quarry

Editor – Ben Campbell

Producer – Dilia Knobel

Animation and Post-Production: Untold

VFX Supervisor – Alex Grey

Lead 2D Artist – Tom Humphrey

Lead 2D Animator – Roly Edwards

2D Animator – Sebastian Pfeifer

DMP Artist – Jiyoung Lee

Head of Production – Tom Igglesden

Executive Producer – Tomek Zietkiewicz

Producer – Sophie Hodgson

Production Coordinator – Fatma Rikabi Sukari

Colour Grading: Company 3

Colourist – Matthieu Toullet

Colourist – Chris Anthony

Audio Post-Production: 750mph

Creative Partner & Head Sound Engineer – Sam Ashwell

Head of Production – Olivia Ray

Producer – Aishah Amodu

Music: TwentyBelow

Managing Director / Music Supervisor – Emily Pritchard

Music Supervisor – Luke Barham

Music Supervisor – Imogen Ray

Soundtrack Details:

Track title – Let Loose (a)

Composers – Christopher Donald O'Brien

Original Publisher – The Nightingale Library

Production Company (Bespoke OOH): Grand Visual

VP, Client Services; GV North America - Mariel Hernandez

Senior Integrated Producer - Latisha Marius-Palmer

Creative Strategist - Sarah Krueger

Head of Projects - Nathelie Meng

Media Agency: EssenceMediacom

Segment Lead – Jessica Sardo

Planning Lead – Matthew Dezarlo

Director, Integrated Planning – Hana Wedaje

Associate Director, Integrated Planning – Eliya Raza Shamsi

Manager, Integrated Planning – Andrew Arena

Associate, Integrated Planning – Alyssa Kitz

Media Agency: Publicis OneMars, Commerce

VP, Client Leadership – Tiffany Dockery

Sr. Director, Client Leadership – Rachel Doyle

Manager, Client Leadership – Alex Bock

Director, Media Strategy – Crystal Adams

Manager, Media Strategy – Olivia Burr

Creative Director – Jacob Bofferding

Associate Creative Director – Kira Crugnale

Sr. Art Director – Amy Ruimveld

PR Agency: Ketchum

Client Director – Jill Phillips

Account Lead – Caiti Bieberich

Earned Media Lead – Alex Demers

Influencer Lead – Lisl Magboo

PR Agency: Weber Shandwick

SVP, Client Experience – Meg Zych

VP, Client Experience – Katy Alexander

Manager, Client Experience – Kate Dryden

SVP, Integrated Media Strategy – Anna Kruchowski

VP, Earned Media Strategy – Meredith Kessler

VP, Integrated Media Strategy – Alana Lipton

Sr Associate, Earned Media – Rakel Crockett

Account Director, Influencer Strategy – Allison Spence

Sr. Project Manager – Jake McGowan