April 27, 2004


LOS ANGELES… Twentieth Century Fox has lined up a litter of national, regional, retail and in-theater promotional partners as well as innovative campaigns for the studio’s motion picture comedy GARFIELD.

National promotional partners are Pepperidge Farm, Wendy’s, Ashley Furniture, Valpak, and Dole.

Pepperidge Farm will promote the live-action / animated film on packages of its Flavor Blasted Goldfish and Cheddar Goldfish crackers, and also will sell special Garfield-shaped crackers in Goldfish packages. The premium bakery and snack foods company’s national promotion, whose tag line is “The Official Snack of Cool Cats,” is Pepperidge Farm’s first-ever tie-in with a motion picture. The program encompasses an on-pack promotion, in-store point-of-sale displays, website features, and a television campaign.

“ What a matchup!” said Pepperidge Farm President Jay Gould. “You have GARFIELD – everyone’s favorite snack eating feline – and Goldfish - America’s best loved ‘Snack That Smiles Back.’ That’s a pair to make anyone smile!”

Wendy’s is creating a National Kids Meal Program with five Garfield premium designs, national kid media support, point-of-purchase materials for both dining room and pick up window as well as GARFIELD-themed Kids Meal Bags.

All 120 Ashley Home Store locations and many of the 5,000 nationwide Ashley independent retailers will participate in a campaign centered on “Garfield’s favorite recliner.” The campaign includes a national consumer sweepstakes, gift-with-purchase program, and local spot TV and print advertising. Valpak® will feature the GARFIELD: The Movie sweepstakes and Instant Win on specially designed envelopes to 48 million U.S. households from May 24 through June 18, and supported with tagged TV spots. Dole Bananas will place special GARFIELD-themed stickers on 100 million bananas, and hold a national sweepstakes and a POP program supported at retail.

Retail promotional partners include Meijer, Wal-Mart, Blockbuster, Cookies by Design, and Pocket Billiards via the c-store channel. Fox’s wide-reaching in-theatre promotional partners are Regal Theaters’ kids’ trays/zip packets themed to GARFIELD, the aforementioned Pepperidge Farm, Coca-Cola, and gift cards promotions from Loews/Cineplex and AMC Theatres.

GARFIELD, which opens in theaters nationwide on June 11, marks the long-awaited motion picture debut of the world’s favorite- and laziest- cat. The live action / CGI picture is adapted from the syndicated cartoon strip read in 2600 newspapers by 260 million readers around the globe. Bill Murray provides the voice of Garfield, and Breckin Meyer, Jennifer Love Hewitt and Stephen Tobolowsky star. The film is directed by Peter Hewitt, produced by John Davis, and written by Joel Cohen & Alec Sokolow.

Twentieth Century Fox is a unit of Fox Filmed Entertainment, a unit of Fox Entertainment Group.