ABC Australia

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Recipe of the year

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ABC Australia · Recipe of the year ·

Recipe of the Year is an ABC cooking competition celebrating the recipes, cultures and stories that bring Australians together around the table. Working with the Country Women’s Association (CWA), we created key art celebrating Australia’s multicultural food culture and the connections we share through food.

The promo drew inspiration from Dorothea Mackellar’s iconic poem My Country, bringing Australians of different ages and backgrounds together around one table, soundtracked by a modern remix of the poem.

The campaign was supported by news articles and ABC Creator content exploring the stories behind the recipes and the CWA’s role in bringing communities together.

We also designed three bespoke tea towels for a PR mailer sent to influencers and media, alongside classic Australian jam and a letter introducing the show.

Overhead promotional poster for Recipe of the Year with the Country Women's Association, showing people gathered around a table filled with food and the text “Starts Sunday 11 October 7.30pm.”
Overhead promotional poster for Recipe of the Year with the Country Women's Association, showing people gathered around a table filled with food and the text “Starts Sunday 11 October 7.30pm.”
Decorative recipe tea towel hanging on a clothesline, featuring an Australian CWA fruit cake recipe surrounded by colorful native wildlife, flowers, and food illustrations.
Decorative recipe tea towel hanging on a clothesline, featuring an Australian CWA fruit cake recipe surrounded by colorful native wildlife, flowers, and food illustrations.
Illustrated CWA Jam Roll recipe poster featuring Australian wildlife, native flowers, foods, ingredients, and baking instructions.
ABC iview Recipe of the Year cooking competition webpage featuring four cooks seated at a table with dishes and the show title