Step into Christmas: ‘Kidults’ Dick and Dom enjoy the magic of Christmas with a dining experience set in a 2D storybook
Beloved noughties kids TV duo Dick and Dom are transported back to a childhood Christmas, as London’s first-ever 2D dining experience – Sainsbury’s Big Friendly Feast – opens today.
The experience comes as new research from Sainsbury’s revealed the magic of Christmas fades away after the age of 12, with 73% of UK adults* admitting Christmas felt more magical as a child. With half (50%) of those who celebrate Christmas yearning for the same excitement and magic that came with a childhood celebration, Sainsbury’s Big Friendly Feast allows adults to enjoy festivities reminiscent of their past.
Today and tomorrow (23rd November) guests can enter the storybook escape in Soho, London between 12:00 – 19:00 and enjoy an array of Sainsbury’s Taste the Difference Christmas range. Inspired by 61% of adults wanting to eat sweet treats before the Christmas lunch as a child, guests can enjoy a delicious menu of festive delights, featuring a selection of desserts for starters, festive savoury courses presented in a magical format and whimsical cocktails guaranteed to spark laughter and spread seasonal joy.
With more than half (51%) of Brits* admitting that Children’s Christmas storybooks make them feel more festive, Sainsbury’s Big Friendly Feast brings to life the loveable ‘BFG’ character in this year’s Christmas advert. Stepping into the pages of a real life storybook, customers will enjoy the monochrome 2D world, with the only bursts of colour coming from the food. The dining experience ignites the simplicity of Christmas celebrations by putting food, drinks and festive memories at the forefront.
The top festive tropes adults miss most now they’re older have been revealed, with playing family board games (18%) and reading a Christmas story before bed (10%) as two of the most missed childhood traditions. Embracing the simplicity of children’s favourite Christmas activities, the pop-up features a BFG-sized interactive snakes and ladders and the perfect oversized reading chair by the fire – sure to get a festive tick of approval from all friendly giants.
Claire Hughes, Director of Product Development & Innovation at Sainsbury’s says: “Inspired by our wonderful Christmas advert this year, featuring the BFG who embodies the joy of imagination, we wanted Sainsbury’s Big Friendly Feast to help adults rediscover that feeling of magic at Christmas. Focusing on the nostalgia and joy that comes with festive food and drink, we hope our Sainsbury’s range rekindles that holiday magic. That’s why we’re excited to partner with beloved kids TV duo Dick & Dom, who bring a burst of fun and nostalgia to the festivities.
“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.”
Sainsbury’s Big Friendly Feast details:
Live days: Friday 22nd and Saturday 23rd November
Opening hours: 12:00 – 19:00 (all slots are bookable for 90-minute sessions, with tables of 2 and 4)
Location: Icetank, 5 Grape St, London, WC2H 8DW
Closest tube stations: Tottenham Court Road, Holborn
Price: £5*
Booking link: https://www.designmynight.com/london/whats-on/food-drink/sainsburys-big-friendly-feast?t=tickets
Limited tickets to Sainsbury’s Big Friendly Feast are still available online, however here will also be a number of spaces reserved for walk-ins across both days.
