Sainsbury’s is bringing festive nostalgia to life with “Sainsbury’s Big Friendly Feast“, London’s first 2D illustrated dining experience. Running on 22nd and 23rd November, this Soho pop-up invites guests to step into a whimsical world inspired by Roald Dahl’s The BFG and the supermarket’s magical Christmas advert, encouraging adults to rediscover the joy of childhood storybooks this holiday season.
New research from Sainsbury’s reveals that 73% of UK adults who celebrate Christmas find it less magical now than in childhood, with half admitting they haven’t experienced a carefree Christmas since they were young. Financial pressures (34%) and household chores (30%) have contributed to this loss of festive joy, and 50% long to recapture the excitement of their childhood celebrations. Nostalgic traditions such as waking up to a stocking, missed by 23%, and playing family board games (18%) remain fondly remembered, while 51% turn to Christmas storybooks to rediscover the season’s magic.
To reignite this sense of wonder, Sainsbury’s has been inspired by The BFG from the supermarket’s Christmas advert to create a magical experience for children and adults alike. The pop-up transforms guests into a whimsical storybook world with a life-sized snakes-and-ladders game, an oversized reading chair by the fire, and a vibrant menu contrasting the monochrome 2D setting. Featuring festive delights from Sainsbury’s Taste the Difference Christmas range, including desserts served as starters and magical cocktails, the event combines innovative dishes and playful activities to create a nostalgic and immersive celebration of the festive season.
Claire Hughes, Director of Product Development & Innovation at Sainsbury’s, says:
“We wanted Sainsbury’s Big Friendly Feast to also help adults rediscover that feeling of magic at Christmas. Focusing on the nostalgia and joy that comes with festive food and drink, we want our Sainsbury’s Taste the Difference range to help spark that childhood festive wonder.
“With innovative and exciting new dishes including showstopping party food and unique desserts such as the Taste the Difference Ice Ice Bao-By Penguins and Taste the Difference Golden Forest served at the experience, flavours will not only tantalise taste buds but also allow for time with loved ones. Particularly as festive hosts spend a six-hour marathon across the food shop, preparation for hosting and cooking on the big day itself.”
The pop-up will take place at Icetank, with slots bookable for 90-minute sessions with tables of 2 and 4 available. The price is just £5, and all ticket costs will be donated to Sainsbury’s and Comic Relief’s Nourish the Nation programme which supports organisations in their work to help alleviate food poverty in communities across the country.
Sainsbury’s Big Friendly Feast will take place on Friday 22nd and Saturday 23rd November between 12:00 and 19:00, at Icetank, 5 Grape Street, London WC2H 8DW. Tickets are £5 (donated to charity), and can be booked right here.
