Taste.com.au has opened its Christmas kitchen for 2025, launching a national campaign designed to answer a common festive query: what to bring when you’re asked to “bring a plate”.
The push aims to guide Australians through weeks of relaxed seasonal gatherings by directing them to the brand’s extensive recipe library.
The campaign, titled ‘When you’re asked to bring a plate… search Taste’, recognises that Christmas entertaining has evolved into a months-long stretch of casual catch-ups, shared meals and backyard celebrations.
Laura Simpson, Taste.com.au content director, said December remains the site’s busiest period. “Last year, more than five million Australians visited taste.com.au – our biggest monthly audience in two years,” Simpson said.
“Whether you’re hosting mates, bringing a plate, or planning family feasts and treats, our 2025 Christmas campaign showcases to Australians that all their festive recipes and ideas are in one place – just search taste.com.au.”
Laura Simpson, Taste.com.au content director
Consumer intent starts well before December. Festive searches on taste.com.au begin as early as September, and in October Christmas recipe searches jumped four hundred and forty-nine per cent month on month and twenty-four per cent year on year, according to Adobe Analytics.
The site now houses more than six thousand two hundred festive recipes, and will publish a new Christmas recipe every day until Christmas Eve.
To streamline cooking and shopping, Taste’s integration with Coles’ shoppable recipe platform allows users to add ingredients to a cart, curate a list and transact directly with Coles online nationally.
Created with News Corp Australia’s in-house creative agency Roller, the campaign rolls out across digital, print and social channels from today. It will run across taste.com.au and News Corp Australia’s wider network.
During December 2024, more than five point four million Australians used Taste for their festive food planning.
Ipsos iris data reported one hundred million browser page views that month, with an average of eighteen point three page views per person.