Food

GOLD: Print Channel

Harry & David, Holiday Book of Gifts 2008

Holiday is huge for Harry & David, so the food gifts mailer always puts its best foot forward for the big gift-giving season. Ad this Gold-Award winner exemplifies Harry & David's mastery of the holiday catalog presentation.

WHY IT WON A GOLD AWARD: “The elegant cover conveys holiday,” said one panelist. The mouth-watering cover photo of a juicy Royal Riviera pear — propped with holly leaves and two twinkling glasses of champagne — sets the tone for this catalog.

As one judge summarized: “Excellent photography, copy and design combined with a broad offering of gift products.” The book also boasts plenty of new baskets and gift combinations, and several nice personalization touches.

Copy is stellar as well: “I love the editorial blurbs throughout, which support the brand and help sell the merchandise,” said one member of the panel.

IDEA TO STEAL: When times are tough, don't be afraid to stress your value proposition. For instance, Harry & David calls attention to new, lower prices for shipping and handling on the order form. — JT

Director: Neal Schuler

Designers: Kelly Barton, David Holman, Tucker Whitson

Creative director: Michelle Jovanovic

Marketing director: Melissa Watson

Print/production director: Lisa Chang

Copywriter: Marcus Smith

Photographers/illustrators: Ron Anderson, Brian Prechtel, Jim Bowie

Printer: R.R. Donnelley

Color separator/prepress provider: Schawk-Seattle

List broker: American List Counsel

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