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La-Z-Boy x The Garfield Movie

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Published by Sugar & Cream, Tuesday 30 April 2024

Images courtesy of La-Z-Boy

The Garfield Movie will be released in Indonesia on 24th May 2024

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 (Lazy Selfie Contest).  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.

Presented by Melandas Indonesia

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-boyindonesia.com or  @lazboy.indonesia on Instagram for details of how to enter the contests. The Garfield Movie will be released exclusively in Indonesian cinemas on 24 May 2024.

Coulisse | INKZipblind & VF