Gold Award, Industrial Supplies: New Pig, The Big Pigalog 2002

From the front cover it’s clear that New Pig’s “Pigalog” is no ordinary industrial supplies catalog. What does a closeup of an adorable piglet have to do with cleaning equipment? Not much. But while the front cover may not work hard by the rules of direct marketing, the rest of the book surely does.

Take the inside cover, a gatefold. The institutional letter points out that this edition includes more than 600 new products. An index with colored tabs makes it easy to navigate among seven major product categories and to find detailed customer service information. Then there’s space devoted to New Pig’s “Amazing Invisibles”: its trained customer service reps (“they make ordering a breeze — the average phone order takes just 3 minutes!”), its comprehensive guarantee, and its same-day shipping of 98% of orders.

Whew! And we’re not really inside the book yet. Once you do flip through the pages, though, it’s clear that, as one judge said, “merchandising is one of the areas where New Pig excels.” From absorbent mats for acids, for oils, for water, and for solvents to personal protection suits; from respirators to lockout supplies — if it’s needed to maintain a safe work area, it’s in here. New Pig-branded products are given prominent play, as are combo packs of items. And the company will even customize kits.

Clearly New Pig knows the needs of its market. But it also knows how to convince buyers that they need to purchase the products from New Pig. The copy communicates vital safety information in a voice that’s never dry or droning. And the catchy headlines make clear why readers must buy the products (to wit: “Hey Printers! Removing oil from your water circulators has never been this easy!”). Comparative charts help customers determine which of the myriad mats and absorbents would work best for them, and testimonials and tips scattered throughout emphasize New Pig’s authority and affinity for the market.

The graphics enliven the catalog further. Insets work with captions to draw attention to specific features. And a number of the photos are enhanced with images of the cartoon hard-hatted pig that is New Pig’s mascot. See the mascot wrap an absorbent sock around a pipe! Watch him dive into a 35-gallon container! The cartoons are fanciful but never gratuitous; in each one, the mascot is pointing out a pertinent fact or feature.

You could say that New Pig excels at putting the “fun” in “functional.” Or as one panelist said, “New Pig uses every opportunity to make the reader smile. And catalogs that can make the reader smile as well as generate a sense of trust, offer fair prices and good merchandise, and clearly show the benefits of shopping with them should do well in any marketplace, regardless of the product category.”

New Pig Corp.
One Pork Ave.
Tipton, PA 16684

Company founded: 1985
Creative directors: Leroy Eckenrod, Ames Parsons
Designers: Larry Gonzales, Brenda Kerr, Beth Love
Merchandiser: Mark Woytowich
Copywriters: Sue Williams, Norman Benford
Photographers: McManus Studios, Gina Baker
Illustrator: Bruce Van Patter
Marketing director: Mark De Yulis
Project managers: Stacie Fronk, Krista Thomas
Color separator/prepress provider: Quad/Graphics
List broker/manager: Edith Roman Associates
Consultant: Gamma Creative
Cover paper: 100 lb.
Text paper: 40 lb.
Number of pages: 374
Trim size: 8″ × 10-1/2″

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