Small Catalog

SILVER: Print Channel

Fetch Enterprises, Fetchdog, Ho Ho Holiday 2008

Unless you're made of stone (or just really, really hate cute dogs), you simply can't resist Fetchdog's adorable front cover. The fluffy white dog wearing a Santa hat immediately attracts the reader; once inside, dog owners won't be able to put this catalog down. That's in part how Fetchdog fetched the Silver Award.

WHY IT WON A SILVER AWARD: “It is about as much fun as you will find in a pet catalog,” one judge said. Besides its great photography — which truly captures why people love their pets — this catalog earned praise for its merchandise selection, copy, design and marketing.

“I really enjoyed the fun voice of the copy,” said one judge. “It made reading through the catalog a very entertaining experience. I loved the ‘meet the tester’ pet profile components.”

WHY IT DIDN'T WIN A GOLD AWARD: The stray items running through the center of the spread “just made the pages look cluttered,” said one judge. The catalog's organization also needs some work, said a judge. “Why put the dog beds with leashes?” — JT

Director: Gretchen Kruysman

Designer/creative director: David Puelle

Copywriters: Dan Edwards, Jeff Ryan

Photographer/illustrator: Dennis Welsh, Macomber Studio

Printer/color separator/prepress provider: R.R. Donnelley

List broker: Millard Group

Consultant: The Mark Lee Group