Gifts

SILVER: Print Channel

Harry & David, Holiday Preview 2008

How do you make an already luscious pear look even more delicious? If you're Harry & David, you might slice it, pour some carmel sauce over it, and sprinkle with berries. That's a recipe for a winning cover shot and, no doubt, a ton of orders for its signature Royal Riviera pears.

WHY IT WON A SILVER AWARD: Exquisite photography, topnotch food styling and fantastic copy are three key reasons why this catalog secured the Silver Award. The copy, for instance, combines the necessary details — such as what exactly is in the gift box or basket — and benefit selling, one judge noted. Both covers are “compelling, tasteful — but clearly designed to sell,” said one judge. Judges also raved about the huge merchandise selection, including new products with wine.

WHY IT DIDN'T WIN A GOLD AWARD: The subheads under the product names can be hard to read due to mixed type styles, said one judge. And the sidebars are informative and lighthearted, “but sometimes create too much conflicting eye flow.” — 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

Photographer/illustrator: Ron Anderson, Brian Prechtel, Jim Bowie

Printer: R.R. Donnelley

Color separator/prepress provider: Schawk-Seattle

List broker: American List Counsel