Taste’s new campaign celebrates global cuisines

Taste.com.au has launched Taste the World, a campaign created to celebrate the nation’s love of global cuisines and its diverse food culture.

Helping home cooks explore new flavours, the four-week editorial and marketing initiative will showcase the diversity and vibrant palate of modern Australia through food and cooking, introducing new recipes, articles, and video content.

The Taste the World survey of more than 2300 Australians, commissioned for the campaign, reveals Australians have a strong appetite for global flavours, and are eager to explore a variety of cuisines at home. Findings include:

• Modern Australian, Italian, Chinese, Mexican and Indian are the most commonly cooked meals at home.
• Gen Z and Millennials are more likely to be experimenting with a variety of cuisines at home.
• Gen Z prefers the ease and versatility of cooking pasta, with 77% of those surveyed having a pasta dish as one of their go-to meals.
• Italian and Chinese cuisines remain perennially popular to eat, with Japanese and Mexican ranking high among younger generations.
• Greek is the #1 cuisine that people would like to cook more at home.
• Australians are embracing culinary diversity, enjoying an average of three cuisines each week, with 63% of respondents saying they want to experiment more with what they cook.

Top food flavours

Cuisines we love to cook

(When asked: What cuisines have you cooked at home within the last six months)

1. Modern Australian dishes (73%)
2. Italian (58%)
3. Chinese (36%)
4. Mexican (27%)
5. Indian (24%)
6. British/English (24%)
7. Thai (23%)
8. American (15%)
9. Greek (14%)
10. Japanese (13%)

Cuisines we love to eat

(When asked: What are your top five favourite cuisines to eat)

1. Italian (89%)
2. Chinese (62%)
3. Australian (45%)
4. Thai (40%)
5. Indian (40%)
6. Mexican (38%)
7. Japanese (35%)
8. British/ English (18%)
9. Greek (17%)
10. American (15%)

Taste Head of Food, Travel and Health Kerrie McCallum says the platform has a highly engaged audience of more than 4.8 million Australians, and its content continues to evolve and grow as consumer needs change.

“Younger generations are leading the charge in exploring bold global flavours, whether it’s dining out, ordering in, or trying new recipes at home,” she says.

“Looking at the variety of the top cuisines Australians want to explore more – anything from Greek to Vietnamese to Moroccan – shows how interested Australians are in diversifying their pantries.”

Recipes and content

The campaign will see Taste’s food experts work with a lineup of celebrity chefs and innovative content creators to showcase cuisines and share new recipe and video content. These include Brendan Pang, Khanh Ong, Warren Mendes and Zai Bennett, joining Taste’s Michelle Southan, Amira Georgy, Elisa Pietrantonio, Georgia Mahood, Jade Dunn and Marina Karris.

A consumer marketing campaign will support Taste the World, with promotion across digital, print, video and social channels throughout the four-week campaign.

Taste Content Director Laura Simpson says the will empower home cooks to confidently explore new flavours with simple and delicious recipes developed by taste.com.au and top recipe creators.

“Just as many of us love being the first to check out a new restaurant, home cooks are eager to try fresh flavours and share cultural experiences,” she says.