La-Z-Boy Incorporated Ups the Cat-itude with Fun Movie Campaign to Celebrate the Release of The Garfield Movie in Cinemas

La-Z-Boy has announced a purr-fect collaboration as they join forces with a world-famous feline, Garfield. 

Throughout the promotional period for Columbia Pictures/Alcon Entertainment’s The Garfield Movie, La-Z-Boy, the global leader in the manufacture and retail of residential furniture, will debut a La-Z-Cat moniker based on everyone’s favourite Monday-hating cat, after Garfield has gotten his paws on the iconic logo.

Garfield has his very own much-loved recliner chair in the movie which makes the collaboration a natural fit with La-Z-Boy. A total of 15 of La-Z-Boy International territories will take part in the collaboration, including in Europe, Asia, African and the Middle East, which will see innovative activations including a world-first logo takeover and fun competitions.

La-Z-Boy and The Garfield Movie will be kicking off a contest to crown the World’s Laziest Cat, asking pet owners to share photos of their pampered pets living their best nine lives.

In participating territories, shoppers and cinema-goers can win prizes by finding a promotional Garfield-themed version of the classic La-Z-Boy Spectator recliner chair and snapping a selfie.  A working La-Z-Boy interpretation of Garfield’s own recliner from the movie will be used at the world premiere of the film.  Plus, miniature feline-sized versions created by La-Z-Boy pet bed licensee, Petmate, will be created on a limited run.

Creative campaigns will run across TV, out-of-home, print, digital and social channels in participating territories. Participating La-Z-Boy stores will run bespoke display materials and the promotional chairs will be making surprise appearances in some fun and unexpected locations, offering lucky people the chance to win a grand prize if their selfie is a winner.

Brand marketing director for La-Z-Boy International, Natasha Shillingford, said the collaboration would help introduce the benefits of reclining furniture to new audiences.

“We are so excited to be giving Garfield a purr-fect place to embrace his lazy side to celebrate the release of The Garfield Movie.  As a brand, this is the first time La-Z-Boy has allowed any character near our logo, and just look how pleased he is with the results.

“We have planned our campaign to put a smile on people’s faces, and we are sure our customers will enjoy many fun, lazy meow-ments, just like Garfield.

“As a proud ambassador for his recliner, we’re delighted to be sharing Garfield’s favourite piece of furniture far and wide.”

Check local websites for details of how to enter the contests.

The Garfield Movie will be released exclusively in cinemas from May. 

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