IAMS partners with Garfield on overweight cat awareness campaign

The brand promotes its new healthy weight cat food through Mall of America installation and online content series.

November 19, 2025

The IAMS brand has launched a national campaign, partnering with Garfield, to raise awareness for the critical issue of overweight cats in the U.S.

Mars, Inc.

IAMS has launched a campaign addressing overweight cats in the U.S., partnering with Garfield to promote IAMS Healthy Weight Dry Cat Food. The initiative includes an installation at Mall of America in Minnesota, a state with high rates of overweight cats.

The display features a billboard appearing to be tipped by Garfield's weight, crushing a parked car. On November 21-22, Mall of America visitors can access the IAMS Healthy Weight Hub for Cats and receive coupons for the new product.

Mars, Inc.According to IAMS data, 60% of U.S. cats are overweight, while only 28% of cat owners recognize the issue. New research from the brand indicates more than half of Americans engage more with overweight cat content because they find it cuter or funnier. Being at a healthy body weight, however, 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 at 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 feature real cats using IAMS Healthy Weight Dry Cat Food on its Instagram and TikTok channels, providing tips and resources for pet owners.

"We are excited about the potential of this partnership to help educate real-life pet parents on the importance of cat health," said Kirsty Cooper, senior creative director for global promotions, CPG and 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."

IAMS Healthy Weight Dry Cat Food is available at major retailers and pet stores nationwide. The formula includes chicken as the first ingredient, L-Carnitine for lean muscle support, and high protein and fiber levels. The brand reported the product promotes weight loss in two months.