Taste.com.au has launched the ‘Taste Dinner Heroes’ national campaign, in partnership with Coles.
Running from today (16 June) until 13 July, the campaign is devoted to helping time-poor consumers solve the daily ‘dinner dilemma’. It will serve up recipes designed to address key consumer pain points, meticulously organised by the days of the week.
Timed to align with winter when home cooking is at its peak, the partnership aims to deliver dinner solutions that include Coles products to create “delicious meals that save time, effort, or money”.
Taste Dinner Heroes features taste.com.au’s Food Director Michelle Southan, Digital Food Director Amira Georgy, Deputy Content Director Jade Dunn, Senior Food Editor Elisa Pietrantonio, and contributor and recipe creator Brendan Pang. Each expert has been assigned a different weeknight challenge, aligned with their strengths, to create “flavour-packed” recipes.
The Weeknight Recipe Line-up:
- Budget Stretcher Mondays – Addressing the cost of living
- 5 Ingredient Tuesdays – Emphasising simplicity
- One-Pot Wednesdays – Offering hassle-free convenience
- 20-minute Thursdays – Providing quick solutions
- Fakeaway Fridays – Delivering delicious alternatives
Taste.com.au Content Director Laura Simpson says Taste is thrilled to partner with Coles to launch the Taste Dinner Heroes campaign.
“Featuring our top team of food experts for the first time, the initiative is guided by their expertise and insights from our annual dinner survey and audience behaviour data,” she says.
“The team has spent countless hours in the kitchen to ensure our content stands out and becomes a vital resource for households nationwide. They have created a series of simple and delicious recipes that will connect with Australians and make dinner choices easy for everyone.”
Coles General Manager Brand, Digital and Media Kate Bailey says the retailer is excited to partner with taste.com.au on the new campaign.
“At Coles, we know how challenging dinner time can be, and this partnership helps to provide easy and delicious dinner ideas that Aussies will love,” she says.
“By combining Taste’s trusted expertise with Coles’ commitment to quality products, we’re thrilled to offer customers practical, delicious solutions that turn the dinner dilemma into a moment of inspiration and delight.”
Taste Dinner Heroes will roll out over four weeks on taste.com.au, and will be complemented with a video series, supporting articles, galleries and dedicated newsletters. An extensive consumer marketing campaign will deliver broad coverage and highly contextual placements across outdoor, TV, radio, digital display, print and social.
