taste.com.au today announced the launch of a new campaign to revolutionise dinner, making Australia’s number one meal occasion easier for everyone.
taste.com.au, which has a monthly audience of more than 5.6 million, will officially launchtaste.com.au Dinner Revolution on Wednesday 1 July 2020, transforming its dinner offering across all platforms – website, social, video, email newsletters, magazine and new client solutions – with simple ideas and solutions at scale, to get dinner done.
taste.com.au editor-in-chief Brodee Myers said: “From the first days of lockdown, the biggest food trend we saw was the consumer demand for dinner recipes. Even the most devoted non-cooks were grabbing their pans and cooking up a storm as taste.com.au traffic, audience and engagement soared again and again, across all platforms.
“The rallying cry was loud and clear: ‘help us get dinner done… and help us make it amazing’. It was time for a Dinner Revolution and for us to take fuss-free and easy to a whole new level. We set in motion our mission: to truly bring back dinner. No fussy measuring. Everything in one pan. Cut the clean-up. Everyone, dig in!
“We’re rolling out taste.com.au Dinner Revolution across our entire brand ecosystem to meet consumer demand and help more Australians make, eat and love dinner at home.”
The taste.com.au Dinner Revolution will kick off with a live stream cook-a-long with favourite cooks, Matt Preston and Marion Grasby. Part mystery box, part surprise dinner, thousands of consumers have already signed up for Team Matt or Team Marion to receive a list of ingredients and equipment for the easy, tasty dinner they will be cooking on the night. Hosted live on taste.com.au by Gorgi Coghlan and Brodee Myers, the free national virtual event will be held on Wednesday 17 June at 7.30pm AEST with registrations closing tonight.
The cook-a-long will be followed by launch of the taste.com.au Dinner Revolution on 1 July across key audience touch points, which includes:
- A dedicated website vertical with new tools to make dinner easier than ever before, including:
- Dinner Ideas – dinner collections tool tailored to consumers’ needs, whether it be vegan, vegetarian, low cal or kid-friendly. Choose a filter to receive recipes in collections such as Ready in 20 minutes, 5 ingredients, Serves 2 and Prep in 10.
- Cook by Ingredient – a tool to help consumers save money and also reduce food waste with ingredients they already have in the fridge or pantry. All relevant dinner recipes are instantly served up from taste.com.au’s 50,000 recipe-strong database.
- New ‘Dinner of the Day’ Newsletter – recipe ideas and inspiration focusing on the top dinner solutions for the day.
- New social and video programming including the launch of taste v takeout, a series showing how quick, easy and affordable a healthy home-cooked dinner with taste.com.aucan be.
- A brand new section in taste.com.au magazine with innovative monthly features, launching with a special Dinner Revolution flip book introducing the all-new content offering in the August issue, on sale 16 July 2020.
The taste.com.au Dinner Revolution delivers quick and easy dinners for everyone – every budget, hurdle and cuisine, encouraging more Australian’s to explore different flavours.
Fully integrated client opportunities have been seamlessly built into each taste.com.au Dinner Revolution platform. These opportunities effectively bring brands and products into the centre of the Dinner Revolution, helping them own the dinner-time solution with taste.com.au, together transforming the way Australians do dinner.
The Dinner Revolution will be supported by a national consumer marketing campaign across digital, social, print and radio driving to the new dinner destination.
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