22nd ANNUAL MULTICHANNEL MERCHANT AWARDS

Wholesale

GOLD: PRINT CHANNEL

Jackson & Perkins | Roses for 2007
According to the catalog cover, Sheer Magic — a stunning coral-colored hybrid tea rose — is Jackson & Perkins' 2007 rose of the year. “Sheer magic” might also describe the company's unique ability to deliver one award winning wholesale catalog after another.

Why it won a Gold Award
Jackson & Perkins' catalog educates the wholesaler on the variety of roses it offers, providing the resellers with the information they need to pass on to those who shop their stores. “Jackson & Perkins is roses, and this catalog is roses!” exclaimed one judge. “The paper quality, photography, selling text, and brand positioning all come together to make this catalog outstanding.” From the front cover to back, the book “highlights everything they are.”

The opening spread describes the different types of roses it sells. For example, copy describing the Mister Lincoln hybrid rose begins, “Large, long-lasting buds, voluptuous ruffled blooms of glowing red, plus an intoxicating rose perfume make this one of the most highly regarded hybrid teas of all time.” One can almost smell the the heady blooms just from the copy.

That's not to say the descriptions are only about romancing the rose. The copy points help inform the reader about the roses, the benefits of certain varieties, and how best to grow the flowers. Beneath each description, for example, is an easy-to-follow list of key product descriptions such as color, height, petal count, and fragrance. Jackson & Perkins also boasts an “Ask the Experts” column complete with contact information. “Just brilliant,” exclaimed one judge.

Idea to Steal
Whether you sell gifts, apparel, or even roses, deciding on the precise product density on the page is a frequent marketing conundrum. But Jackson & Perkins nails it: Even with six or more items per page, there's no problem for customers in identifying text and product alignment. As one judge explains: “Although there's a lot of product presented, enough space is allocated so that there's a feeling that everything is shown well and explained in copy.”
— MDF

Director: Estin B. Kiger
Designers: Randy Elwood, Steven Burns, Daena Tougher
Creative director: Neal Schuler
Marketing director: Charlie Anderson
Print/production director: Jack Kobinsky
Merchandiser: Denise Tedaldi
Copywriter: Jill Thacker
Photographer/illustrators: Ron Anderson, Rob Rebman
Printer: CDS Publications
Color separator/prepress: Schawk
List manager/broker: American List Counsel
Cover paper: 80 lb., Pacesetter gloss cover
Text paper: 70 lb., Pacesetter gloss book
Trim size: 8-1/2" × 11"
Number of pages: 72

Company information for each profile has been provided by the Award entrants. For information about entering next year's Awards, contact Mark Del Franco at 203-358-4376 or mark.delfranco@penton.com.

More 2007 MCM Awards

2007 Judges

2007 Finalists