MCM Awards 2008

	Food

	SILVER: Print Channel

	Harry & David, Summer Celebration 2007

Summertime, and the livin' is easy — especially when you have a Harry & David catalog of luscious food photography to peruse. “Excellent cover photography — and link to summer,” said one judge about the cover photo depicting juicy slices of fresh peaches. “Makes you drool.”

WHY IT WON A SILVER AWARD: “The photography and colors are superb,” said another judge. “The cover leads into the opening spread, and the sales mentioned on both covers encourage the reader to open the catalog.” The marketing focus is “clear and maintained throughout,” with handy offers such as personal greeting cards.

The order form is clear and gives much information on the shipping and ordering process, said one member of the panel, who applauded the line “You can finish your shopping in the next ten minutes” on the order form.

WHY IT DIDN'T WIN A GOLD AWARD: A few minor points, such as the knockout type against the colored background, which is tough to read. — MD

Director: Estin B. Kiger

Designers: Kelly Barton, Tucker Whitson

Creative director: Michelle Jovanovic

Marketing directors: Melissa Watson, Mike Zodrow

Print/production director: Lisa Chang

Merchandiser: Denise Tedaldi

Copywriter: Marcus G. Smith

Photographers: Ron Anderson, Eric Groetzinger, Brian Prechtel

Color separator/prepress provider: Schawk

Printer: R.R. Donnelley

List manager/broker: ALC

	SILVER: Web Channel

	www.harryanddavid.com

Succulent peaches. Crisp apples. Mouth-watering pears. In the mood for some fresh fruit yet? The Harry & David Website sells the same gorgeous fruit baskets and other gourmet food items for which the cataloger is so well known. But the online channel gives the merchant's customers new ways to explore and buy products.

WHY IT WON A SILVER AWARD: The site's enhanced “gift finder” helps you filter through search results to nail down the most relevant gift selections; the “zoom” feature allows you to get close-up views of the products; the “product recommendations” give the site a personalized touch.

What's more, Harry & David's Website provides “multiple paths to get to each product,” a panelist remarked, and it also includes several promotional offers to encourage additional shopping.

WHY IT DIDN'T WIN A GOLD AWARD: It came so close, but some panelists thought the copy wasn't as good as it could have been. Product descriptions “could have included more pertinent information,” said one judge. — PB

Creative director: Sheila Chambers

Marketing director: Ann Ashbey

Webmaster: Sue Eagan

Website designer: Ken Nash

Merchandiser: Denise Tedaldi

Copywriter: Mary Pat Roched

Photographer/illustrator: Ron Anderson, Eric Groetzinger

	Gifts

	GOLD: Print Channel

	L.L. Bean, Christmas Favorites 2007

L.L. Bean's Christmas Favorites catalog was a favorite with the judging panel. “Is this not a great spread? It's wonderful!” exclaimed one judge. Said another: “It's a winner. Not a whole lot we could recommend to improve it.”

WHY IT WON A GOLD AWARD: Judges raved about all aspects of this holiday book, especially the cover photo of a stack of inviting gifts and different colored fleece pullover jackets. In particular, they loved the fabric swatch that enables shoppers to feel the fleece pullover pictured. “The swatch really works,” one judge said. “It adds class.” Copy also earned accolades. “Best copy anywhere,” one judge said. Specifically, the judge pointed to page 28 and its photo of five button-down shirts with the caption: “Crisp and Smooth Right from the Dryer.”

IDEA TO STEAL: Judges piled praise on the way Bean displays its clothes in stacks to show different colors. Said one judge said: “The stacks are great, and the selection of products is terrific.” — JT

Director: Don Oakes

Designers: Andrea Kolpack, Erica Eysenbach

Creative directors: Marcia Minter, Jim Hauptman

Print/production director: Jason Kendeigh

Merchandiser: Amy Steenstra

Copywriter: Leslie Gomes

Editorial manager: Craig Fessler

Color separator/prepress provider: Vertis

Printer: Quebecor World

List management/broker: Millard Group