Coles and Taste.com.au have joined forces to the launch the national 'Taste Dinner Heroes' campaign, designed to address the daily dinner challenges faced by time-poor consumers, offering recipes organised by the days of the week.

The campaign will run from June 16 to July 13, 2025, coinciding with the winter season. It features a team of culinary experts from taste.com.au, including Food Director Michelle Southan, Digital Food Director Amira Georgy, Deputy Content Director Jade Dunn, Senior Food Editor Elisa Pietrantonio, and contributor and recipe creator Brendan Pang. Each expert has been tasked with creating recipes tailored to specific weeknight challenges, aimed at assisting busy families.

The weeknight recipe schedule includes Budget Stretcher Mondays, 5 Ingredient Tuesdays, One-Pot Wednesdays, 20-minute Thursdays, and Fakeaway Fridays. This structured approach is intended to simplify meal planning for consumers.

The campaign will be supported by a comprehensive media strategy, featuring a video series, articles, galleries, and newsletters. Additionally, an extensive consumer marketing campaign will be deployed, encompassing outdoor, TV, radio, digital display, print, and social media placements.

Taste.com.au's Content Director, Laura Simpson, said: "We're thrilled to partner with Coles to launch the Taste Dinner Heroes campaign. Featuring our top team of food experts for the first time, the initiative is guided by their expertise and insights from our annual dinner survey and audience behaviour data. The team has spent countless hours in the kitchen to ensure our content stands out and becomes a vital resource for households nationwide. They have created a series of simple and delicious recipes that will connect with Australians and make dinner choices easy for everyone."

Coles General Manager Brand, Digital and Media, Kate Bailey, said: "We’re excited to partner with taste.com.au on the Dinner Heroes campaign. At Coles, we know how challenging dinner time can be, and this partnership helps to provide easy and delicious dinner ideas that Aussies will love. By combining Taste’s trusted expertise with Coles’ commitment to quality products, we’re thrilled to offer customers practical, delicious solutions that turn the dinner dilemma into a moment of inspiration and delight."