Australia’s leading food media brand, Taste.com.au, has unveiled Taste the World, a four-week editorial and marketing initiative designed to showcase the country’s rich and diverse food culture. The campaign invites home cooks to explore new flavours through exclusive recipes, articles, and video content, celebrating the evolving palate of modern Australia.
The website continues to dominate Australia’s food media landscape, with more than 4.8 million food lovers visiting the platform in January 2025 alone. According to Ipsos iris rankings, the brand delivered an impressive 74 million page views that month, equating to an engaged reach of 15.38 browser page views per person. As Taste the World rolls out, the campaign is set to further solidify Taste.com.au’s position as the go-to destination for food inspiration and discovery.
Head of food, travel and health Kerrie McCallum.
A multicultural palette
A Taste the World survey of over 2,300 Australians highlights the nation’s growing enthusiasm for international flavours. Modern Australian, Italian, Chinese, Mexican, and Indian dishes dominate home kitchens, while younger generations are leading the charge in experimenting with a wider variety of cuisines. The research found that Gen Z, in particular, gravitates toward pasta for its ease and versatility, with 77% having a pasta dish as a go-to meal.
Head of food, travel and health Kerrie McCallum said: “Taste.com.au has a highly engaged audience of more than 4.8 million Australians, and its content continues to evolve and grow as consumer needs change. Younger generations are leading the charge in exploring bold global flavours, whether it’s dining out, ordering in, or trying new recipes at home. Looking at the variety of the top cuisines Australians want to explore more – anything from Greek to Vietnamese to Moroccan – shows how interested Australians are in diversifying their pantries.”
Hungry for culinary exploration
The survey also reveals that Italian and Chinese cuisines remain all-time favourites, with Japanese and Mexican ranking high among younger demographics. Greek food is the number one cuisine Australians want to cook more at home, reflecting an appetite for Mediterranean flavours. On average, Australians enjoy three different cuisines each week, with 63% eager to expand their culinary horizons.
Taste.com.au content director Laura Simpson said: “Our Taste the World campaign will empower home cooks to confidently explore new flavours with simple and delicious recipes developed by taste.com.au and top recipe creators. Just as many of us love being the first to check out a new restaurant, home cooks are eager to try fresh flavours and share cultural experiences.”
Taste.com.au content director Laura Simpson.
A star-studded collaboration
The editorial will bring together an impressive mix of celebrity chefs, content creators, and Taste.com.au’s own culinary experts to inspire Australian home cooks. Brendan Pang, Khanh Ong, Warren Mendes, and Zai Bennett will join forces with Taste.com.au’s Michelle Southan, Amira Georgy, Elisa Pietrantonio, Georgia Mahood, Jade Dunn, and Marina Karris to showcase a diverse range of global cuisines through exclusive recipes and video content.
A multi-channel marketing push
The campaign will be backed by a robust consumer marketing strategy, with promotion spanning digital, print, video, and social platforms throughout its four-week run. This multi-channel approach ensures Taste the World reaches food enthusiasts wherever they consume content, driving deeper engagement and discovery.