GARFIELD BRINGS STAR POWER TO IAMS HEALTHY WEIGHT CAMPAIGN ACROSS THE US
THE PERFECT MATCH: GARFIELD x IAMS
When it comes to addressing the growing issue of overweight cats in the US, IAMS knew it needed an iconic character who could deliver the message with charm, humour, and instant recognition. Enter Garfield – the lasagna-loving, Monday-hating feline who has spent decades embodying the perils of an indulgent lifestyle. In their latest national campaign for IAMS Healthy Weight Dry Cat Food, IAMS and creative agency adam&eveDDB leaned on Garfield’s reputation as America’s most famous tubby tabby to strike the perfect balance between light-hearted entertainment and serious subject matter.
BEHIND THE SCENES
Born Licensing was brought into the process from the very beginning. Before scripts were finalised or production began, we were asked to scope the feasibility of bringing Garfield into the campaign and to negotiate with Paramount. Those early conversations were critical – aligning the creative ambition with what was achievable, while ensuring all stakeholders were comfortable with how the character would be used. From there, we worked across multiple rounds of development, reviewing creative iterations while negotiating the commercial terms in parallel so that timelines remained on track.
The approvals process for an icon like Garfield is extensive and for good reason. Audiences have a very clear idea of who Garfield is – sarcastic, lazy, self-indulgent but ultimately loveable – and every detail matters. Born Licensing provided the creative team with reference assets and poses to guide their work, while ensuring Paramount was kept closely informed at every stage. Scripts, storyboards, casting choices, character designs, edits and final executions were all carefully reviewed to make sure Garfield was portrayed authentically. With so much post-production animation required, those checks were invaluable in protecting the integrity of the character and the brand.
We were also on set in London during filming, supporting with IP-related enquiries and ensuring the approved materials were followed faithfully. While Garfield himself is famously reluctant to leave the sofa, a cut-out version of the cat joined the crew on set as a point of reference – a small but important detail in helping the team visualise his presence during production.
THE LAUNCH
The campaign launched in July 2025 with easel displays featuring Garfield appearing in veterinary clinics across the US, before rolling out onto TV and social media in August with a 15” hero film and three 6” edits. The momentum built further at the end of November with a headline-grabbing stunt at the Mall of America in Minneapolis, where a giant billboard appeared to ‘collapse’ under Garfield’s weight. Supported by sampling activity and brand ambassadors on the ground, the activation became a playful reminder of the product’s purpose, drawing attention from press and consumers alike.
WHY IT WORKED
For Born Licensing, this campaign was a clear demonstration of how iconic IP can transform an idea into something bigger than a traditional ad. By managing the process from feasibility to negotiations, contracts to approvals, we helped ensure Garfield’s star power was channelled in a way that was faithful to his character and impactful for the brand. The result was a campaign that captured attention across the US, entertained audiences, and delivered a serious health message in a way only Garfield could.
READ MORE ABOUT OUR WORK WITH GARFIELD.
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