Food: Schwan’s

GOLD: Catalog Channel

Schwan’s Home Service Catalog, Holiday 2010

Dine In. Chill Out” is the tagline of the Schwan’s Quality Food Home Delivery catalog. The cataloger “wants to provide gifts, party catering and every morsel you put in your mouth,” said one judge. “The soup-to-nuts list on the cover says it all, with the suggestion ‘Give yourself the gift of convenience for the holidays.’ Very convincing.”

WHY IT WON A GOLD AWARD: Schwan’s assortment combines gourmet with comfort food. The cataloger puts the pies and ice creams and festive appetizers upfront in a magazine format, “and then organizes an exquisite ordering guide that goes on for days,” said a panelist. A “LiveSmart” logo calls out some healthier choices.

Copy style is pared down but completely benefit-oriented, even in the magazine format. “Entertaining, potlucks, kids’ meals — practical concerns are beautifully addressed,” said one judge. “Calling out references is brilliantly understated. They let the food do the talking.”

Schwan’s offers a service concept taken to the next level. “The merchandising and presentation work together beautifully,” noted a panelist. Even better, said another judge, “This merchant seems to offer excellent customer service. Many ways to order, and all very easy!”

IDEA TO STEAL: Not everyone can or should steal this one, but the inside back cover contains a full-page ad for Geico auto insurance. It’s a curious choice, said one panelist, “but it adds to the magazine feeling.” — MD

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