# Time-Traveling Holiday Activations Tesco's Feast of the Century Explores Past, Present & Future By Laura McQuarrie | Published 2019-12-03 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/feast-of-the-century References: [campaignlive](https://www.campaignlive.co.uk/article/tesco-hosts-activation-taste-christmas-past-present-future/1667406) & [tesco](https://www.tesco.com/) As part of its 100th-anniversary celebrations, [Tesco](https://www.trendhunter.com/trends/club-card-popup) launched a [Christmas ad](https://www.trendhunter.com/trends/gifting-hour) that explores the theme of time travel, and will be introducing a festive activation to match called the Feast of the Century. The experience is set to be hosted within a former police station in London's Covent Garden and offers an exploration of the past, present and future of food. The Tesco activation recalls the supermarket's humble beginnings as a group of market stalls in Hackney in 1919 and offers an [immersive, multi-sensory journey](https://www.trendhunter.com/trends/a-very-aldi-holiday) through the years. The 11-course tasting menu offers a taste of the 20s and beyond, all the way up to Tesco's Christmas range that is offered today. Image Credit: Campaign ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 66% | Activity: 75% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Immersive Time-travel Experience:** Opportunities for themed restaurants or event companies to create immersive experiences that take customers on a journey through time. - **Heritage and Nostalgia Marketing:** Opportunities for brands to tap into their heritage and history to create emotionally resonant marketing campaigns that celebrate their past while looking towards the future. - **Multi-sensory Dining:** Opportunities for chefs and food companies to create multi-sensory dining experiences that offer customers a journey through different eras of cuisine and flavor profiles. ### Industries Being Reshaped - **Food and Beverage:** Companies in the F&B industry can create themed dining experiences that take customers on a journey through time, celebrating the history of food while highlighting modern innovations. - **Event Production:** Event planners can create immersive experiences that explore different eras in history, using technology and design to take customers on a journey through time. - **Marketing and Advertising:** Marketing professionals can tap into the power of nostalgia to create emotionally resonant campaigns that celebrate a brand's history and connect with customers on a deep level. ## Related on Trend Hunter - [Throwback Cardholder Pop-Ups](https://www.trendhunter.com/trends/club-card-popup.md) - [Christmasy Customer-Rewarding Retailer Campaigns](https://www.trendhunter.com/trends/one-stop-2025-christmas-campaign.md) - [Gamified Grocery Activations](https://www.trendhunter.com/trends/asda-checkout-challenge.md) - [Mystery-Style Holiday Ads](https://www.trendhunter.com/trends/sweet-suspicion.md) - [Gameshow-Style Pop-Ups](https://www.trendhunter.com/trends/jo-malone-christmas-special.md) - [Food-Themed Holiday Campaigns](https://www.trendhunter.com/trends/krogers-2024-holiday-campaign.md) - [Movie-Themed Grocery Store Experiences](https://www.trendhunter.com/trends/asda-and-wicked.md) - [Emotional Holiday Campaigns](https://www.trendhunter.com/trends/john-lewis-2025.md) - [Meal Kit Installations](https://www.trendhunter.com/trends/giant-delivery-box.md)