Traffic Driver: Vital Choice Seafood & Organics

SILVER: Catalog Channel

Vital Choice Wild Seafood & Organics, Fall 2010/Winter 2011

Vital Choice specializes in wild salmon and other seafood, but it positions itself less as a food gifts merchant and more as a wellness brand, touting the health benefits of its products as much as the taste. And Vital Choice’s catalog communicates this unique selling proposition in a sterling fashion.

WHY IT WON A SILVER AWARD: “The gatefold, with the large presence of the owner and his message, makes a strong stand for introducing the concept to prospects and requesters,” said a judge. Another noted, “The voice is clear and strong, sprinkled with references to Dr. Andrew Weil and the American Heart Association.”

Vital Choice also included a sampling of its other nutritional offerings, such as wild and organic fruits, vegetables and nuts. “It’s an interesting mix of product that makes this much more than a seafood catalog and allows for much higher margins,” a panelist said.

Creatively, the catalog “immediately makes an impression of quality and healthy nutrition with the beautiful cover shot,” said one panelist. The relatively thick paper stock and the high production values also reinforce the company’s overall emphasis on quality.

WHY IT DIDN’T WIN A GOLD AWARD: “Considering that the product is perishable, there is inadequate information about how the product is being shipped and return information,” chided a judge. Even though this edition aimed to drive readers to the Vital Choice website, shoppers shouldn’t have to hunt down that critical information. — SC

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