Master card visa american express gift card

Gourmet foods catalog is a gastronomic sensation

Everything is so good, I can't pick just three," says a member of the judging panel in response to a question on the American Catalog Awards evaluation sheet, which asks judges to list what they feel are the three best features of finalists in each category of the competition. "The marketing, merchandising and creative all mesh. The copy is delectable; the customer service is great. Please give this catalog its "just desserts.' These people really love food - and it shows."

Balducci's Winter 1991 catalog elicits similar comments from the rest of the judges.

"It's a tour de force," another states. "The Balducci family knows what it's doing."

"I love this book," a third judge adds. "If I wasn't hungry when I started looking at it, I am now."

"This catalog is everything a catalog should be," another says. "It's appealing, entertaining, informative, enthusiastic and convincing. If there's an award for the best entry in the entire competition, the Balducci's catalog should receive it. It's totally scrumptious."

Tempting cover

The cover alone, with its mouth-watering photograph of a succulent beef wellington surrounded by a medley of fresh winter vegetables, is so well done it should tempt even the most jaded diner. Copy beneath the photo teases, "Why this beef wellington is such a taste sensation. The beef wellington is a roast unlike any other. It's without question, the Rolls-Royce of roasts. Why? Because it takes so much skill and time to properly pre-...continued on pg. 6."

"My stomach started to rumble with one glance at the cover. Then I just had to open the catalog to continue reading the teaser copy," a judge says.

If desserts are more to your liking, there are two small photos in the right-hand corner of the cover that should whet your appetite - a tantalizing pastry and fruit concoction called a dolce antico (Italian for ancient cake) and a delicious-looking New York-style cheesecake. Page numbers on which the luscious desserts can be found are also included to draw readers into the book.

The Balducci's logo, in gold letters in a deep green box, sits proudly at the top of the page above the cover line, "The Shop-From-Home Catalog for the Gourmet." The company's toll-free number appears at the bottom, along with the words "Delivered to Your Home or Office Overnight."

"The cover says it all," according to one of the judges. "There's nothing missing."

The catalog's opening spread, which explains the Balducci tradition, is equally strong. "For Three Generations, Our Family Has Searched The World For The Finest Foods... Bringing You The |Best of the Best,'" the headline on page 2 reads. Copy describes how Louis "Pop" Balducci opened his first fruit and vegetable stand in New York in the beginning of the century, and, later, how he and his son opened the Balducci's flagship store in Greenwich Village in 1946. A photo of Mamma and Pop Balducci, a map of southern Italy, where "generations of Balduccis lived close to the land and practiced the simple pleasures of Italian cooking," and testimonials from gourmands complete the page.

Andy and Nina Balducci welcome customers to the catalog on page 3 and emphasize that Balducci's gourmet foods are "made from only the freshest and finest ingredients." Many dishes, they say, were originally created by Mamma Balducci and are still lovingly prepared from her special recipes.

"Right from the start, this catalog works hard to build a relationship with the customer. I almost expect Mamma Balducci to answer the phone when I call to place an order - and urge me to eat more," a panelist remarks.

And, judges concur, it would be hard not to order from the catalog after viewing Balducci's array of gastronomic delights - main courses (roasts, game, poultry, steaks, fish, pasta), appetizers, side dishes, desserts and gift baskets.

"The merchandising is fabulous," says a judge. "The catalog takes me through the entire meal. It's a veritable feast."

"And the photography is incredible," a judge praises. "The food looks fantastic."

The centerpiece of each page, Balducci's exquisite photographs make every gourmet treat virtually irresistible. A lamb roast, layered with seasoned spinach, looks deliciously moist and tender, for example. On another page, a maple-cured ham looks temptingly juicy and sweet. Blue cheeses look tangy and aromatic, sausages spicy and flavorful, cheesecakes rich and creamy, pastries light and flaky.

Copy with gusto

But pictures alone - even Balducci's superb pictures - don't tell the whole story. That's left to the catalog's enticing copy, which romances each dish in appetizing detail. "The first time I tasted a dish like this was on my honeymoon," copy for a saddle of rabbit with polenta leads off. "We were in southern Italy," it continues. "in Bari, Andy's hometown ... with his grandmother when, one evening she prepared her special rabbit dish for us.

"She dressed it with herbs, spices, potatoes and onions.

"Then she sent it to the main oven, which was in town, to have it roasted.

"When it was delivered back to us for dinner, it was the tastiest lean meat that I have ever tasted.

"Well ... the memory of that rabbit dish has stayed with me all these years. And that's why I'm so thrilled to finally create a similar dish that we can share with you."

Lengthy copy then describes the cut of meat, preparation of the dish, and the accompanying sauce and polenta. It also suggests appropriate appetizers, side dishes and desserts to serve with the meal, and tells readers how many people the dish will serve. In addition, it stresses how easy it is for the customer-"it's already cooked," copy says. "All you have to do is heat it and enjoy... Very, very tasty."

"Copy is thorough, but even better, it's entertaining. It's got gusto," says one judge.

Balducci's also assuages any fears customers may have about the condition of their order when it arrives at their home or office by explaining its "fresh-freezing" technique, which will "insure that your order reaches you in superb condition... the food's flavor, texture and quality are preserved at their peak." Moreover, the company stands behind this promise with a guarantee of satisfaction.

Whether they order by 800 number, fax or mail, customers can select the type of delivery they need - either a guaranteed delivery date or overnight service. All orders are shipped Federal Express to ensure freshness.

If customers want to charge their order, they can use American Express, Visa or Master Card - or they can apply for Balducci's interest-free "Buon appetito' credit card. Most applications, the catalog says, are approved within one hour. They can also call upon the Balducci staff for assistance with corporate gift-giving. And Balducci's will be "delighted to beautifully gift wrap any items you request" for $2 per gift.

To thank customers who fill in the names and addresses of friends or neighbors who might like to receive the catalog, the Balduccis send a booklet of "Ten Recipes You MUST Have For The Holidays." They also take a moment to thank customers for their catalog order in a friendly, signed note at the bottom of the order form.

"You get the impression that the Balduccis not only care about getting your order, but they also want to be of service," comments a judge.

"It's a strong sell all the way through," a panelist says. "Food - and non-food - catalogers could take lessons from this book."

AMERICAN

CATALOG

AWARDS

Balducci's Inc. 11-02 Queens Plaza South Long Island City, New York 11101 718-361-2055 Founded: 1946, by Louis Balducci. Annual circulation: 500,000 Average order: $74 Customer profile: Age 30-60;

30% male 70% female Printer: Perlmuter Printing Co.,

Cleveland Color separator: Spectrum West,,

Beaverton, OR List broker: In-house List manager: In-house Catalog directors: Gerald Henry,

Nina Balducci Catalog manager: Bob Craig Designers: Steve Dunlop, Bob Craig Merchandisers: Nina Balducci, Alan

Butzbach Copywriter: Bob Craig Photographer: Peter Pioppi Illustrator: Steve Dunlop Strategists: Gerald Henry, Bob

Craig Paper: 60-lb. Sterling - cover and text. Web offset. 8 3/8" x 10 7/8 48 pages