La-Z-Boy has announced a "purr-fect collaboration" as it joins forces with world-famous feline, Garfield.
Throughout the promotional period for Columbia Pictures/Alcon Entertainment’s The Garfield Movie, La-Z-Boy will debut a La-Z-Cat moniker based on Garfield and its logo.
Garfield has his very own much-loved recliner chair in the film, which makes the collaboration a natural fit with La-Z-Boy.
La-Z-Boy UK is one of 15 La-Z-Boy International territories taking part in the collaboration, which will see activations including a world-first logo takeover and competitions.
La-Z-Boy and The Garfield Movie will be launching a contest to crown the World’s Laziest Cat, asking pet owners to share "photos of their pampered pets living their best nine lives".
Cinema-goers in the UK can win a £3000 prize package by finding a promotional Garfield-themed version of the classic La-Z-Boy Spectator recliner chair, taking a selfie and sharing it with the hashtag #LaZCatselfie. The La-Z-Cat chair will be in Showcase Cinemas in Southampton on 18-19th May, Derby on 25-26th May and at Bluewater on 1st-2nd June.
A working La-Z-Boy interpretation of Garfield’s recliner from the film will be used at the world premiere. Plus, miniature cat-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 unexpected locations, offering people the chance to win a grand prize if their selfie is a winner.
Brand marketing director for La-Z-Boy International, Natasha Shillingford, says the collaboration will 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.”
