The age-old 5pm dinner dilemma is getting a helping hand, with QuiteLike launching a new campaign for Australians who have run out of time, energy or ideas.
Coles-owned meal business QuiteLike is leaning into the nightly scramble with its new campaign, ‘Quite like help with dinner?’, created by Sydney-based creative agency Universal Favourite.
Backed by the brand’s largest media investment to date, the campaign aims to make QuiteLike a go-to for Australians looking to get a decent meal on the table without adding another headache to the day.
And apparently, there are plenty of hungry households in need of a hand.
QuiteLike’s customer research found more than 60 per cent of participants still don’t know what’s for dinner by 5pm, while 96 per cent use two or more meal solutions, mixing home cooking, meal kits, ready-made meals and takeaway throughout the week.
In other words, the dream of cooking from scratch every night is alive and well. The reality, however, might involve staring into the fridge and hoping something jumps out.
The new campaign reflects the increasingly flexible way Australians are approaching mealtimes, with QuiteLike looking to move beyond traditional meal kits to cater for different appetites, schedules and energy levels.
Founded in 2023, the business delivers meal kits and ready-made meals to Australian households through a flexible subscription model. Its offering now includes ready meals from brands such as 400 Gradi, Foxes Den, Dineamic, Coles Perform and Coles Kitchen, with options ranging from family trays to meals for two and solo lunches.
QuiteLike general manager Leigh Thomas said customers still wanted good food, but the way they got it on the table was changing.
“We know our customers still care deeply about putting good food on the table, but the reality is that every night looks different,” Thomas said.
“Some nights people have the time and energy to cook from scratch, while on others, they’re looking for a convenient option that still feels like a proper meal.
“What hasn’t changed is that people still want good food. QuiteLike gives customers another way to get quality meals on the table, whether their week includes cooking from scratch, using a meal kit or looking for a ready-made option.”
Taste remains a big part of the equation, with 72 per cent of respondents identifying it as the most important factor when choosing dinner. QuiteLike was named CHOICE’s Best Meal Kit Delivery Service from 2024 to 2026.
The campaign also coincides with the business bringing on a new culinary team led by executive chef Tobie Puttock, whose previous experience includes River Cafe, Fifteen London and Fifteen Melbourne.
For Puttock, the dinner-time juggle is familiar territory. As a working parent, he knows the challenge of getting fresh, tasty food on the table when the day has other plans.
QuiteLike head of marketing and commercial Erin Aherne said the campaign was inspired by the realities of modern family life.
“The week starts with great intentions to cook from scratch, but by Thursday, chaos has set in with the working week, after school activities, and dinner fatigue reaching its peak,” Aherne said.
“That’s when help to get dinner on the table can be a godsend – and even better if it’s delicious and there’s no screams of ‘I don’t like it!’”
The brand is also looking to make its offering more accessible through the Coles network. Its research found 68 per cent of shoppers prefer buying meal solutions as part of their regular grocery shop, while 56 per cent would consider adding individual meals to an online grocery order.
QuiteLike is exploring broader distribution opportunities through Coles, as it looks to meet consumers wherever they are in the weekly dinner scramble.
The campaign launches nationally this month across paid, owned and earned channels.
Credits
Creative Agency: Universal Favourite
Executive Creative Director: Dari Israelstam
Account Director: Lucinda Cripps
Copywriter: Ian Haigh
Production Manager: Catho D’Souza
1st AD: Naomi Enfield
DOP: Dimitri Zaunders
First AC: Rose Newland
Sound Recordist: Stuart Melvey
Gaffer: Nicolas Nalbandian
LX Assist: Joey Chebatte
Stylist (Art & Wardrobe): Lydia-Jane Saunders, Gosia Zablocka
Assistant Stylist: May Kiyama
HMU: Linda Thi
Unit Manager: Matt Withaar
Photographer: Pablo Martin
Digi Assistant: Simon Hardy
Editor: Josh Regoli
Colourist: Julien Chichignoud
Sound Design & Mix: Mighty Sound
