Coles helps Aussies decide what’s for dinner with new recipe hub and campaign via Big Red

From today, Coles customers will have a mealtime makeover with the supermarket launching new meal plans to make life easier and take the pain out of preparing dinner every night. The launch is accompanied by a campaign created by Big Red.

As part of Coles’ strategy to sustainably feed all Australians and help them lead healthier and happier lives, ‘What’s for Dinner’ is aimed at helping customers get quick, easy and delicious food on the table in 30 minutes or less, using no more than five ingredients.

Coles chief marketing officer Lisa Ronson said the campaign is designed to inspire customers in the kitchen and make life easier: “This year, we undertook one of the biggest customer studies ever conducted into the dinner time habits of Australians to really understand customer pain points and how we can help them through great value food solutions.

“We have created meal plans to help customers with some of the biggest challenges they face preparing dinner every night – from lack of time to cook from scratch to kids who turn their nose up at healthy options, and boredom with cooking the same handful of dishes every week because it seems too hard to try something new.”

The study of almost 40,000 dinners consumed by Coles customers found that:
• While 94 per cent eat dinner, 55 per cent are only deciding what they will eat on that day;
• Three out of five prepare meals in less than 30 minutes;
• Two out of three eat before 7pm;
• One out of three use short cuts in the kitchen; and
• Preparing the ingredients is the biggest pain point when cooking dinner, followed by worrying if the meal is cooked right and the time it all takes.

There are 48 recipes included in the What’s for Dinner meal plans.

To help customers plan their week’s dinners they can find all What’s for Dinner recipes at www.coles.com.au, in the Coles magazine and catalogue and at the supermarket either on a recipe card or by scanning the QR codes on product displays to help customers plan their week’s dinners.

Creative and Digital agency: Big Red Group
Media agency: OMD