Taste.com.au ramps up Dinner Revolution campaign: Taste vs Takeaway

Taste Dinner Revolution

• taste.com.au’s campaign to revolutionise dinner launched in July 2020

taste.com.au, which has a monthly audience of more than 5.6 million*, has announced the next phase of its taste.com.au Dinner Revolution campaign with the launch of Taste vs Takeaway followed by a Festival of Dinners.

taste.com.au’s campaign to revolutionise dinner launched in July 2020, transforming the brand’s dinner offering across all platforms with simple ideas and solutions at scale.

Consumer demand for the Dinner Revolution has exceeded all targets. Within a week of launching the vertical became the most popular section on taste.com.au, as well as the top-performing social content across  taste.com.au Facebook and Instagram. It has now had more than 13 million page views^, the highest of any taste.com.au campaign to date.

The next phase of the campaign is the launch of Taste vs Takeaway, a weekly video series of quick midweek dinner ideas designed to get dinner on the table faster than having food delivered. It provides the perfect complement to the Dinner Revolution section tools and cooking aids, such as the Cook by Ingredient tool that helps consumers find their perfect dinner using the ingredients they have at hand.

Taste vs Takeaway is presented by food director Kim Coverdale and starts today on the taste.com.au Facebook page at 4.30pm AEST with new episodes each Wednesday. All episodes will then be available on taste.com.au/tastevstakeaway.

taste.com.au editor-in-chief Brodee Myers said: “It’s been great to see so many Australians jump on board the Dinner Revolution. We knew from our data that consumers were wanting weeknight dinners to be faster and easier than ever before, but the big change we’ve seen over the last few months is just how easy they needed dinner to be.

“We’re really excited by our next phase of the campaign. For Taste vs Takeaway the team set out to test what happens when you take a great recipe and a few clever hacks and put them head-to-head with takeaway to make dinner fun, easy, flavoursome, cheaper and, yes, even faster than takeaway.

“This is not about telling people they shouldn’t have that takeaway. Who doesn’t love that? What we really want to do is give people options for midweek, saving them time and money.

“With each episode of Taste vs Takeaway the clocks are on and the dishes are like-for-like from pizza, to noodles and chicken curry with a meal selection based on Australia’s most-loved takeaway dishes.

“By overlaying the nation’s top midweek takeaway dishes and comparing it to our recipe database, we uncovered the top taste.com.au dishes that are prime candidates for superfast, easy, tasty takeaway-at-home dishes. This is a lens we hadn’t really applied to our collection of 50,000 recipes previously, but we’ve seen a massive surge in interest in this content.

“What’s been really fascinating is the side-by-side panels we run at the end of each episode, comparing the two dishes, not just on the ‘time to table’, but also on cost, calories and flavour.”

Next up for the Dinner Revolution is the taste.com.au Festival of Dinners which will roll out in September and champion Australia’s rich cultural diversity through food.

Myers said: “We all have champions in our lives who share their culture and traditions through food. We want to celebrate them by sharing their techniques and their recipes. Recipes can be heirlooms in their own right and we need to keep them alive.”

Source: *emmaTM conducted by Ipsos, 12 months ending March 2020, Fused Nielsen Digital Panel calibrated to Digital Content Ratings, March 2020. All people 14+ 7 caps.

^Adobe Analytics

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