Taste and Coles turn weekly dinner squeeze into shoppable campaign

Taste.com.au and Coles are targeting the weekly dinner squeeze with Savvy Kitchen, a four-week national campaign built around Australians’ growing focus on cost, convenience and simplicity.

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The campaign combines meal planning, recipes and shoppable content, allowing users to move from inspiration to a Coles online cart through taste.com.au’s recipe-to-cart functionality. It marks the third year of the brands’ annual marketing campaign.

Three ways to tackle the weekly shop

Savvy Kitchen is structured around three content streams aimed at different shopping and cooking habits. “1 Shop, 5 Days” creates a five-day meal plan from one grocery shop, while “Cook Once, Eat Twice” turns one dinner into a second meal.

“Big on Flavour, Low on Time” focuses on faster meals for time-poor cooks. Recipes across the campaign will feature products from the Coles Simply range as well as the broader Coles range.

The strategy draws on The Growth Distillery’s Lighthouse Food Behaviours Consumer Tracker from June 2026. Among 3,986 Australians surveyed, 43 per cent cited cost as a key consideration when deciding on dinner, while 30 per cent nominated preparation time and speed and 28 per cent pointed to ease.

Laura Simpson, Taste.com.au Content Director, said: “Savvy Kitchen shows what’s possible when Taste and Coles bring together trusted content, retail insight and shoppability to solve a real consumer need. By combining flexible meal plans, shoppable recipes and products from the Coles Simply range, we’re creating a more connected and useful path from inspiration to purchase.”

Taste heads into Coles stores

The campaign also expands the 12-year partnership between Taste.com.au and Coles beyond digital. For the first time, selected products tested and recommended by the Taste.com.au team during recipe development will be signposted in Coles stores nationally.

Kate Bailey, Coles General Manager Brand & Marketing, said: “Customers shouldn’t have to compromise on quality or flavour to get great value at mealtimes. Savvy Kitchen shows just how much you can do with the Coles Simply range, with delicious meal ideas that are big on flavour and low on time.”

“Together with taste.com.au, we’re helping Australians put tasty, quality meals on the table and get more out of their weekly shop.”

Savvy Kitchen will run for four weeks across taste.com.au and the broader News Corp Australia network. It will include new recipes, a video series, articles, galleries and dedicated newsletters.

The launch will also be supported across outdoor, TV, radio, digital display, print and social. Taste.com.au recorded more than 4.3 million Australian users and 61.8 million browser page views in June 2026, according to Ipsos iris data supplied by News Corp Australia.