Upholstery brand La-Z-Boy is to change its logo for the first time as part of a promotional tie-up with the forthcoming film The Garfield Movie.
During the campaign, up until the end of June, it will switch to a La-Z-Cat moniker. Garfield has his own much-loved recliner chair in the film and La-Z-Boy UK is one of 15 La-Z-Boy International territories taking part in the collaboration, which will see the logo takeover and 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, sharing a selfie with the hashtag #LaZCatselfie.
The La-Z-Cat chair will be in Showcase Cinemas in Southampton on 18-19 May, Derby on 25-26 May 25 and Bluewater on 1-2 June.
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.
Campaigns will run across TV, outdoor, print, digital and social channels. Participating La-Z-Boy stores will run bespoke display materials and the promotional chairs will be making surprise appearances, offering people the chance to win a grand prize if their selfie is a winner.
Natasha Shillingford, La-Z-Boy International brand marketing director, 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.’
