Taste.com.au unwraps 2025 Christmas campaign, via Roller
Taste.com.au has kicked off its festive season with a national campaign to help Australians plan and enjoy stress-free Christmas entertaining.
The announcement:
Taste.com.au, Australia’s number one food media brand, has opened its Christmas kitchen with the launch of a national campaign, ‘When you’re asked to bring a plate… search Taste’.
The campaign has been designed to help Australians take the stress out of entertaining this festive season. It captures the full festive build-up, recognising that Christmas entertaining is a season of relaxed, informal celebrations that unfold over weeks.
Taste.com.au content director Laura Simpson said: “December is our busiest month. Last year, more than 5 million Australians visited taste.com.au – our biggest monthly audience in two years. We’re building on that with our 2025 Christmas campaign, reflecting a festive season that now spans weeks of easy hosting and shared meals.
“Whether you’re hosting mates, bringing a plate, or planning family feasts and treats, our 2025 Christmas campaign showcases to Australians that all their festive recipes and ideas are in one place – just search taste.com.au.”
Planning starts well before the tree goes up. Festive searches on the site begin as early as September, and in October Christmas recipe searches jumped 449 per cent from the previous month, and 24 per cent year on year^.
Taste.com.au has more than 6,200 festive recipes. This year, it will publish a new Christmas recipe every day until Christmas Eve.
To make festive season planning, shopping and cooking even easier for home cooks, taste.com.au and Coles’ industry-leading shoppable recipe platform is fully integrated across all recipes, allowing users to add ingredients from their chosen recipes directly to their cart, curate a shopping list and shop it directly from Coles online nationally.
Created in partnership with News Corp Australia’s in-house creative agency, Roller, the Christmas marketing campaign rolls out from today on digital, print and social channels across taste.com.au and the wider News network.
For more information, visit taste.com.au/Christmas and watch the campaign video here.
More than 5.4 million Australians turned to taste.com.au for their festive food needs in December 2024*. The site’s audience delivered 100 million browser page views and an engaged reach of 18.3 browser page views per person, according to Ipsos iris December 2024 rankings.
Sources: *Ipsos iris Online Audience Measurement Service, December 2023 – December 2024, Age 14+, PC/laptop/smartphone/tablet, Text only, Brand Group, Lifestyle Category, Lifestyle (Food & Beverage) Sub Category, Audience (000s), Browser Page Views (MM), AVG. Browser PVs PP. ^Adobe Analytics, taste site search.
Source: News Corp Australia
