La-Z-Boy launches movie campaign to celebrate Garfield

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. La-Z-Boy UK is one of 15 La-Z-Boy International territories taking part in the collaboration, 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.

Cinema-goers in the UK can win a £3,000 prize package by finding a promotional Garfield-themed version of the classic La-Z-Boy Spectator recliner chair, snapping a selfie and sharing it with the hashtag #LaZCatselfie. The La-Z-Cat chair will be in Showcase Cinemas in Southampton on May 18 and 19, Derby on May 25 and 26 and at Bluewater on June 1 and 2.

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 www.la-z-boy.co.uk or @lazboyuk on Instagram for details of how to enter the contests.