The front cover of Harry and David’s 2002 Season’s Greetings catalog is in keeping with the spirit of “Eat, drink, and be merry.” The photo of four pears decked out in Santa hats and riding a toboggan tickled at least one judge: “The cover is whimsical, cute, and makes everyone smile,” the panelist enthused. “It says, Yes, we’re here to sell, but let’s have some fun. I love it!”
There’s plenty more to love inside the catalog, the judges agreed. “You can’t look through this catalog without getting very, very hungry,” declared one evaluator. The opening spread, a cornucopia of apples, pears, cherries, nuts, and chocolates, is a microcosm of Harry and David’s strengths. The photo of the Tower of Treats gift selection is accentuated by details such as the sheen of the cherries’ skin and the sparkle of sugar on the chocolates. “My mouth waters for every product! I don’t know that anyone merchandises better than Harry and David!” For those who have all the gift baskets they need, the company also offers a variety of other holiday-related items, such as an Eight Nights of Hanukkah package, which includes a wooden dreidel and chocolate “gelt” coins.
The photography, the lovingly stylized propping, and the overall catalog layout received nothing but raves from the panel. “Excellence is rewarded,” noted a judge. “It costs, but it surely pays off here.” The top-quality production values are sure to convince readers that the goods are top-quality as well, and therefore worth the far-from-bargain prices.
And while a picture may be worth a thousand words, Harry and David isn’t taking any chances. The catalog’s copy is easily as persuasive as its visuals. “Excellent gift positioning in headlines,” one judge said. “Captions provide even more reasons to buy. Copy is easy to read and flows nicely.”
Illustrating this judge’s point is a spread with the headline “Versatile choices: holiday or any day.” The spread features a similar assortment of products — apples, pears, chocolates, cherries, and nuts — packaged and sold three ways. “Baskets for any reason…or for none at all!” reads boxed copy at the top of a page. “So versatile, they give you a great way to celebrate every personal milestone or career event — even the ones that don’t show up on the ‘official holidays’ calendar.”
Supporting the company’s rich supply of indulgent treats and holiday decorations is customer service that one judge had only two words for: “The best.” Delayed billing, express delivery, and 24-hour service are just a few of the options. In summing up Harry and David’s many strengths, one judge said, “It’s hard to find new words to proclaim how good they are.”
Bear Creek Corp.
2518 S. Pacific Hwy.
Medford, OR 97501
541-864-2018
www.harryanddavid.com
Company founded: 1934
Director: Estin B. Kiger
Designers: Michelle Jovanovic, Kathleen Mohla
Production director: Neal Schuler
Merchandiser: Denise Tedaldi
Copywriter: Marcus G. Smith
Photographers: R. Anderson, E. Groetzinger
Marketing director: Mike Zodrow
Color separator: AGT/Color Control
Printer: RR Donnelley
List manager/list broker: American List Counsel
Cover paper: 60 lb. (International Paper)
Text paper: 40 lb. (International Paper)
Trim size: 8″ × 10-13/8″
Number of pages: 58