Taste.com.au has marked its 20th year with a national Christmas campaign under the platform ‘The Joy of Christmas Starts with Taste’, designed to position its app as an essential tool for festive planning and cooking during the peak Christmas period.
The campaign is informed by new research from The Growth Distillery, which found 81 per cent of home cooks, around 16.4 million Australians, are open to using a dedicated recipe app but do not currently use one. Decision fatigue remains a key barrier, with 37 per cent of these home cooks feeling overwhelmed by meal planning and 28 per cent frustrated by meal repetition.
In response, taste.com.au is highlighting its free app as a practical kitchen companion that supports users from recipe discovery through to cooking. Features include personalised recommendations, festive recipe collections, guided Cook Mode and TasteBud, the brand’s AI recipe assistant.
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“For 20 years, Australians have turned to the Taste website for trusted festive inspiration, with our dedicated Christmas hub offering more than 5,000 entertaining ideas. By pairing that scale with a free, easy-to-use app, the campaign reflects how people really cook over the holidays, taking the stress out of moving from planning to cooking so every host can get dishes on the table with confidence,” said Taste.com.au content director, Laura Simpson.
The creative is built around the shared meals that define the festive season and the role taste.com.au plays across key Christmas cooking moments, connecting with audiences from first-time hosts to experienced entertainers.
Created in partnership with News Australia’s in-house creative agency Roller, the campaign rolls out nationally from today across social video, high-impact digital takeovers, display and print, alongside amplification across the wider News Australia network, including news.com.au, Escape and Body+Soul.
