McCormick Australia Holiday Campaign
Role: Contract Senior Graphic Designer
Client: McCormick Australia — McCormick, Gourmet Garden, Old Bay, Frank's RedHot, Keen's, and Aeroplane Jelly
Scope: Developed an integrated Christmas campaign tailored to the Australian market, celebrating the unique traditions and flavors of an Australian summer Christmas. Responsibilities included campaign branding, key visuals, recipe book design, digital and social assets, and supporting marketing collateral across multiple McCormick brands.
Audience: B2C consumers looking for both nostalgic holiday favorites and fresh, adventurous recipes to inspire their Christmas celebrations.
Digital Key Visual & Logo
Key Visual & Logo Concept Explore
Inspiration Boards
Christmas Recipe Book
One of the centerpiece deliverables for the campaign was a holiday recipe book designed to inspire consumers throughout the Christmas season. The book brings together festive recipes from across the McCormick family of brands, balancing editorial storytelling with product-focused content to create an engaging and practical cooking resource.
Designed with a bright, modern aesthetic inspired by an Australian summer Christmas, the layout combines vibrant food photography, clean typography, and festive graphic elements to create a cohesive visual experience. Each spread was thoughtfully crafted to make recipes easy to follow while reinforcing the campaign identity and showcasing the featured products in an authentic, appetizing way.
Social Media Posts
The McCormick Australia Christmas campaign brought together multiple brands under one cohesive holiday experience designed specifically for the Australian market. As Contract Senior Graphic Designer, I developed the campaign’s visual direction across key visuals, digital and social content, recipe materials, and supporting marketing assets for McCormick, Gourmet Garden, Old Bay, Frank’s RedHot, Keen’s, and Aeroplane Jelly.
Inspired by the warmth and relaxed energy of an Australian summer Christmas, the visual direction captures the feeling of a sun-filled outdoor holiday meal. Bright sunshine and cast shadows create a sense of gathering outdoors, while fresh food, eucalyptus, and natural foliage bring warmth, texture, and a distinctly Australian character to the campaign. These elements were paired with vibrant food photography and festive details to create a fresh interpretation of Christmas that moves beyond traditional winter holiday cues. A flexible visual system helped maintain a consistent campaign identity across multiple brands while allowing each to retain its own personality.
The result was a vibrant, consumer-focused campaign that celebrated familiar Christmas traditions through the lens of an Australian summer, bringing together food, sunshine, and the spirit of outdoor entertaining.