Fresh Step x Garfield: Best thing since sliced lasagna
By Molly Sun, Brand Experience Lead – Fresh Step; Angie Block, Brand Experience Integrator – Fresh Step and Glad; and Laurene Jeng, Associate Marketing Manager – Fresh Step
Fresh Step is partnering with everyone’s favorite feline, Garfield, to celebrate the release of “The Garfield Movie” this month. The partnership is the purr-fect opportunity for us to step into the pet aisle spotlight with a national campaign showcasing Garfield’s Monday-hating, lasagna-loving personality and his need to “Step It Up to Fresh Step” for litter with odor control.
As part of the campaign, we’re launching a limited-edition Garfield pack of Fresh Step Extreme Mountain Spring Litter that will be sold exclusively at Walmart and will be a part of a larger Garfield pallet train at 2,500 Walmart locations so that Garfield fans can bring fun into their homes.
The Garfield campaign is also so much more than a cat cultural moment for our brand. In the movie, a lost baby Garfield is adopted by Jon and brought into a loving home. His adoption story captures the mission work and belief held at the core of Fresh Step: Every pet deserves to find a loving home. As the official litter partner of Best Friends Animal Society, the nation’s largest no-kill animal sanctuary, we saw a perfect opportunity to raise awareness for BFAS through the campaign. For each limited-edition Garfield box purchased during the campaign (May 1-June 9), we’ll donate an equivalent amount of litter to BFAS, up to 1 million pounds. The litter will be distributed to BFAS shelters and network shelters across the country to provide a more nurturing environment for cats awaiting their future home.
The Fresh Step x Garfield Movie partnership is a first-of-its-kind campaign for us and one of many ways we celebrate our love for cats and the joy they bring us all. Be sure to catch “The Garfield Movie” in theaters starting May 24, check out our Fresh Step homepage for more adorable content and information, and follow Fresh Step on Instagram! Rumor has it a certain sassy orange cat has taken over the account for the next couple weeks — you don’t want to miss it!