Taste and Coles serve up winter campaign to solve weeknight dinner dilemma

Taste has launched Dinner Heroes, a new campaign in partnership with Coles aimed at helping time-poor Australians find easy, affordable answers to the age-old question: what’s for dinner?

Running from June 16 to July 13, the national push is designed around weekday pain points, with recipes grouped by theme from Budget Stretcher Mondays to Fakeaway Fridays. Each night targets a different consumer challenge, such as cost of living pressures, time constraints, or the desire for fast, healthier alternatives to takeaway.

The campaign builds on Coles and Taste’s long-standing collaboration and arrives at a critical moment: winter cooking season. It also marks the first time Taste has heroed its food content team on this scale, with well-known experts like food director Michelle Southan and digital food director Amira Georgy developing original recipes backed by audience data and behavioural insights.

"We’re thrilled to partner with Coles to launch the Taste Dinner Heroes campaign,” Taste content director Laura Simpson, said. “The team has spent countless hours in the kitchen to ensure our content stands out and becomes a vital resource for households nationwide.”

Kate Bailey, Coles GM of brand, digital and media said the partnership hopes to provide easy and delicious dinner ideas that Aussies will love.

"We know how challenging dinner time can be, and this partnership helps to provide easy and delicious dinner ideas that Aussies will love,” she said. 

The four-week push will span video, newsletters, supporting articles and galleries on taste.com.au, backed by a broad consumer marketing campaign across outdoor, TV, radio, digital, print and social.

According to Ipsos iris, taste.com.au reached over 4.5 million Australians in April 2025, with users averaging 13 browser page views each, up 13% year-on-year.