Coles-owned meal brand QuiteLike has launched “Quite like help with dinner?”, a national campaign from Universal Favourite supported by the brand’s largest media investment to date.
The campaign pushes a simple repositioning: meal kits and ready-made meals are not competing formats, but different answers to the same weekly problem.
The 5pm problem is now a marketing platform
New research released by QuiteLike puts numbers on what many households already feel. Dinner has become a mix-and-match habit rather than a single ritual.
- 96% of research participants use two or more meal solutions each week
- 72% say taste is the most important factor when choosing dinner
- 68% prefer buying meal solutions as part of their regular grocery shop
- 56% would consider adding individual meals to an online grocery order
The most relatable stat for the creative team: more than 60% of people still do not know what is for dinner by 5pm. That is the moment the campaign aims to own.
From meal kits to total dinner help
QuiteLike launched in 2023 as a flexible subscription service. It has since expanded into ready-made meals from brands including 400 Gradi, Foxes Den, Dineamic, Coles Perform and Coles Kitchen, with family trays, meals for two and solo lunches.
General Manager Leigh Thomas said customers still care deeply about good food, but “every night looks different.” Some nights allow cooking from scratch; others need convenience that still feels like a proper meal.
Head of Marketing & Commercial Erin Aherne put the campaign insight plainly: “The week starts with great intentions to cook from scratch, but by Thursday, chaos has set in…” That line is less a joke than a targeting strategy.
Why the Coles connection matters
QuiteLike’s structural advantage is being the only meal kit business backed by a major Australian supermarket. Internal market analysis estimates the meal kit category is worth around $1.1 billion annually, and 14.2 million Australians buy convenience meal solutions at least every fortnight.
The next move is distribution: QuiteLike is exploring broader availability through the Coles network. If 68% of shoppers already want meal solutions in their regular shop, being on those shelves turns the research into an availability play.
For marketers, the takeaway is not simply to sell convenience. Consumers are already blending multiple meal formats. The growth opportunity lies in being the brand that makes switching between those moments feel effortless and consistently tasty.
That is likely why QuiteLike is leaning on its CHOICE Best Meal Kit Delivery Service win from 2024-2026: convenience opens the door, but taste closes the repeat purchase.
Source: Campaign Brief
