The magic of Christmas fades away after the age of 12, with new research from Sainsbury’s revealing a whopping 73% of UK adults who celebrate Christmas admitting it felt more magical as a child.
With half of Brits (50%)[1] not experiencing a carefree Christmas since they were younger, the ‘adulting’ effect is impacting festive celebrations, as financial pressures (34%) and household chores and preparations (30%) dampen the magic of Christmas.
A further 50% are yearning for the same excitement and magic that came with a childhood Christmas, as festive traditions disappear over the years. It comes as nearly a quarter (20%) of those who celebrate Christmas claim that they haven’t woken up to a stocking at the end of their bed for 40+ years, of which nearly a quarter (23%) voted this as one of their childhood traditions they miss the most.
To help the nation rediscover the magic of Christmas, Sainsbury’s is throwing grown up rules out of the window on Friday 22nd and Saturday 23rd November, with the launch of London’s first 2D illustrated dining experience, “Sainsbury’s Big Friendly Feast”.
Inspired by Roald Dahl’s iconic ‘BFG’, the lovable character featured in the supermarket’s Christmas advert this year and the wonder and magic of the BFG’s cave featured within it, Sainsbury’s Soho based pop-up welcomes guests to awaken their inner child and step into the world of children’s books. With the recent research revealing that 51% of adults[2] turn to Christmas storybooks to embrace the magic of Christmas.
The top festive tropes adults miss most now they’re older have also been revealed, as playing family board games (18%) and reading a Christmas story before bed (10%) come out 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.
The food is very much at the heart of the event, being the only burst of colour against the monochrome 2D world, creating a sweet and savoury festive feast like no other. From extraordinary presentation to unbeatable flavours and innovation, the dining experience brings to life the magic of the Sainsbury’s Christmas advert and allows guests to escape into a magical storybook and enjoy a wide range of the 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.
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 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.”
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
There will be a number of spaces reserved for walk-ins, but advanced bookings are encouraged.
