From: Dean & DeLuca
Subject Line: Thanksgiving Meals at Dean & DeLuca
Date: Thursday, November 15, 2007

My definition of meal preparation is basically turning on a rice cooker, so the idea of ordering an entire Thanksgiving feast from Dean & DeLuca sounds incredibly compelling. The copy points are right on in this campaign, however I don't think the visual execution supports them as well as it could. Three thoughts:
(1) The body copy should be broken up into two more-digestible paragraphs beginning with "We even..." I'd also recommend bringing the text into a black unbolded mixed-case for better legibility. This also gives us the opportunity to link "DeanDeluca.com" and the product names, making them POP with color, bolding and underline.
(2) The call-to-action button should live immediately under the body copy rather than hiding out way below the fold in the lower right-hand corner of the design.
(3) Get focused and tell two strong, distinct stories: (a) the Thanksgiving feast and (b) the wine pairing. Cut down on the number of boxes by bringing the Roulade and Pie into the primary message space and concatenate the Pinot Noir label image with the wines note below for a stronger, tighter submessage.

Do we love or hate the hero image? It's very modern art, but is it appetizing?