Fruit purveyor Cushman’s sells its delicious products through a combination of catalogs, space ads and other channels

By Alicia Orr and Editor In Chief

To demonstrate the brand, the catalog has a folksy voice and presentation that reflects the genuinely warm personality of Allen Cushman, Boyle says. She notes that the creative, which includes anecdotes, testimonials and actual pictures of people enjoying the fruit, focuses on the customer. The photos are whimsical and act as endorsements of the Cushman product line. And if the product can’t be explained with a single photo alone, Boyle says, the creative goes the rest of the way by including violators (banners) that draw attention to special features.