Coles X Taste
Dinner and Coles Own Brands
Coles Simply
Awareness
+10%
72%-79%
Trial
+20%
49%-59%
Regular Purchase
+36%
22%-30%
Coles Finest
Awareness
+11%
75%-83%
Trial
+45%
20%-29%
Regular Purchase
3X
3%-9%
The Challenge
How do we evolve the Taste partnership to help Aussie’s choose Coles Own Brand for their big shop and position Coles as the top destination for Delicious, Easy and Affordable food & drink?
The Insight
Many see cooking as a grand expression of love and effort, others need quick and easy solutions as they juggle the pressures of life. It is a constant battle between time, budget and “Am I compromising quality if I choose value?”
The Idea
As part of a year long program, we created the Dinner Heroes campaign to showcase delicious, easy and affordable recipes built around Coles Own Brand products and backed by Taste's credible endorsement.
Combining Taste proprietary data on the
most in-demand recipes with new primary research on dinner preferences enabled us to align content to specific pain points, while presenting Coles Own Brand ingredients as delicious, easy and affordable solutions
to the daily dinner dilemma.
CLIENT TESTIMONIAL
“We know dinner time can be a daily challenge for Australians. That shared understanding is what brought Coles and Taste together. Through the Dinner Heroes campaign, we inspired customers with tasty, simple, and affordable meal ideas using delicious, Coles Branded products.
Our partnership is driven by a common goal to help Aussie families feel confident and capable in the kitchen. By pairing Taste’s trusted expertise with our delicious Coles Branded offer, we are delivering real solutions that make a difference at dinner time."
Kate Bailey,
General Manager Brand & Marketing Coles
Products used:
-
Print with QR Codes
-
Display
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Social Influencers
-
Outdoor
-
Social Posts
-
PR
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Coles Simply
Awareness
+10%
72%-79%
Trial
+20%
49%-59%
Regular Purchase
+36%
22%-30%
Coles Finest
Awareness
+11%
75%-83%
Trial
+45%
20%-29%
Regular Purchase
3X
3%-9%
Results are direct from Coles internal tracking for the entire Dinner 2025 program where Dinner Heroes was an important element.
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