Taste.com.au has launched its national ‘Dinner Heroes’ campaign in collaboration with Coles, aimed at simplifying weeknight meals for Australian households. Running from 16 June to 13 July, the initiative returns as part of the brands’ annual winter campaign to support home cooking.
The partnership leverages audience behaviour insights and survey data to address key consumer concerns, cost, time, and complexity, through daily themed recipes.
A different approach for each day
The campaign features Taste.com.au‘s food leadership team, including Food Director Michelle Southan, Digital Food Director Amira Georgy, Deputy Content Director Jade Dunn, Senior Food Editor Elisa Pietrantonio, and contributor Brendan Pang. Each contributor has been assigned a weekday to align their culinary strengths with a specific consumer need:
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
Laura Simpson, Content Director at Taste.com.au, said: “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. They have created a series of simple and delicious recipes that will connect with Australians and make dinner choices easy for everyone.”
Laura Simpson
Kate Bailey, General Manager Brand, Digital and Media at Coles, added: “We know how challenging dinner time can be, and this partnership helps to provide easy and delicious dinner ideas that Aussies will love.”
The campaign highlights Coles products within the recipes, offering solutions that are time-saving, cost-effective, and tailored to current consumer preferences.