Jackson & Perkins, New Roses 2000

“Color leaps off the page,” noted one judge about the cover of Jackson & Perkins’s New Roses 2000 catalog. The judges loved the catalog’s use of the cover as a showcase for its new Veteran’s Honor rose, set against an unfurled U.S. flag. And such patriotism certainly doesn’t stand in the way of the catalog’s branding. Because of the pristine close-up of the rose, “even if you took away the logo, I’d know this was a Jackson & Perkins catalog,” said one judge.

Jackson & Perkins is known for its strong merchandising, and this catalog is an example of that. “What a great selection – it’s more than just plants,” declared a panelist. An array of garden furniture, accessories, and fertilizers is presented throughout the book. “It really upsells by offering all those add-on products,” said one judge.

The panelists praised the copy as “easy to read,” “detailed but direct,” and “good for the catalog’s older target audience.” Take the description for the Morden Blush: “…undaunted by snow, wind, or rain, this Canadian-bred shrub rose is tough as nails, yet eloquent in its beauty, setting sprays of delicate pink blooms all summer.”

A veteran marketer, Jackson & Perkins knows how to make the most of a mailing. A ride-along insert promoting varieties of the company’s lilies is “a very positive promotion,” said a judge.

And if the exceptional copy and savvy marketing don’t sell the product, then the catalog’s superlative design and production surely will. “The photography is spectacular!” raved one judge. “The water droplets on each petal add freshness to the pages – you can almost smell the roses,” enthused another. “There’s no wasted space, but there’s also no clutter,” said a third, describing the layouts as a wonderful combination of efficiency and branding.

The order form won kudos for being both simple and comprehensive, and one judge noted that the easy-to-find 800-number “keeps older customers in mind.” And the panelists loved that the book sells flowers in multiples, such as three plants for $49.95. “A gardener never buys just one flower,” said one judge.

Rather than simply selling roses as a basic commodity, the catalog “promotes gardening as a lifestyle,” said a panelist. But it still promotes the fruits of gardening labors. Declared another judge: “I want these flowers on my table!”

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