Jack Link's
Holiday Cookbook

Project Overview

Seasons Meat-ings brought a fresh perspective to a familiar brand. Developed as part of a holiday campaign for Jack Link’s, this cookbook reimagined Jack Link’s products as elevated ingredients (not just snacks) through a collection of festive recipes created by top chefs from across Canada.
The result was a playful yet premium piece designed to surprise audiences and expand how the brand shows up during the holiday season.

The Challenge

Jack Link’s is bold, recognizable, and unapologetically fun, but this campaign asked the brand to stretch into new territory. The challenge was to balance appetite appeal and holiday warmth with culinary credibility, while still feeling unmistakably Jack Link’s.

This meant designing a cookbook that felt gift-worthy and chef-driven, without losing the brand’s personality or sense of humour.

Our Approach

Working alongside Midnight Circus, we treated the book as both a campaign asset and a standalone design object. Typography, layout, and pacing were carefully crafted to let the recipes shine, while bold visual moments and playful copy kept the experience on-brand.

A Campaign That Delivered

Seasons Meat-ings helped reposition Jack Link’s within a holiday context, showing how its products could live comfortably on the festive table, and not just in the snack drawer. The cookbook became a tactile centrepiece of the campaign, reinforcing brand versatility while giving audiences useful, crave-worthy inspiration.

It’s a reminder that great design doesn’t just look good, it reframes perception.