Garfield joins IAMS to fight America's growing overweight cat crisis

A new campaign by IAMS is tackling the growing issue of overweight cats in the U.S. The brand has partnered with Garfield to promote its Healthy Weight Dry Cat Food, which claims to help cats shed excess weight within two months. With 60% of American cats classified as overweight, the initiative aims to raise awareness among pet owners who often underestimate the problem.

The product, now available at major retailers and pet stores nationwide, lists chicken as its primary ingredient. It also contains L-Carnitine to support lean muscle, along with high protein and fibre levels. IAMS reports that cats fed this formula show noticeable weight loss within eight weeks.

To grab attention, IAMS has installed a striking display at Mall of America. A billboard features Garfield appearing to tip over from his weight, crushing a car below. Visitors can explore the IAMS Healthy Weight Hub for Cats on November 21-22, where they'll receive product coupons and advice.

Beyond physical installations, the campaign will showcase real cats using the food on IAMS' Instagram and TikTok. These posts will include practical tips for managing feline weight. Research shows that over half of Americans engage more with content featuring overweight cats, often finding it cuter or funnier. Yet, only 28% of cat owners recognise their own pet's weight as an issue.

Overweight cats face higher risks of disease and shorter lifespans. Despite this, no U.S. state currently tracks official health statistics on feline obesity, leaving the national average of 60% as the only benchmark.

The IAMS campaign combines humour, education, and accessibility to address a widespread but overlooked issue. By offering discounts, social media resources, and in-person events, the brand hopes to encourage healthier habits for America's cats. The product's availability at major stores ensures owners can easily take the first step toward improving their pets' well-being.