The Full Story
Hatch
AN EASTER ADVENTURE
Opening Scene
What if the simple act of cracking an Easter egg could become a scientific, sensory, and cinematic event?
To celebrate the joy and ritual of Easter, Tesco set out to design an experience that brought chocolate to life in a whole new way - a fine-dining adventure inspired by taste, texture, and temperature.
THE BRIEF
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Transform chocolate eating into a sensory exploration
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Educate and entertain through taste and storytelling
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Blend food science with spectacle, theatre, and delight
Together with Feast + Fable, Tesco invited guests to take part in Hatch: An Easter Adventure - an immersive, three-course Easter egg journey that revealed the alchemy behind why we love chocolate.
The Plot
At Hatch, chocolate was the main character - explored through three distinct “studies”:
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The Alchemy of Taste – a blindfolded tasting of white, milk, and dark chocolate paired with unexpected flavours like yuzu & ginger, rosemary & chilli, and miso caramel with sesame.
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The Alchemy of Texture – a tactile performance of smooth mousse, aerated soil, vapours, and marshmallow, each paired with soundscapes synced to sensation.
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The Alchemy of Temperature – a theatrical finale moving from molten hot chocolate to frozen dry-ice eggs, climaxing in the dramatic Egg Cracking Ceremony.
Each “study” was served with bespoke cocktails - from a Chocolate & Balsamic Old Fashioned to an Oat Brandy Alexander and a Smokey White Chocolate Margarita - extending the science of taste into every sip.
Guests became participants in a delicious experiment, discovering their personal OEEE - Optimum Egg Eating Enjoyment - a formula unique to how they taste and feel.
The Finale
Over four intimate sittings, Hatch hosted press, influencers, and chocolate lovers, each discovering the pure theatre of science-driven dining.
Every detail, from the apothecary-inspired décor to the aroma of cocoa vapour and the final crash of cracked eggs, reinforced the magic of chocolate as an experience - not just a product.
As guests left with their personalised bags of mini eggs and their OEEE results, they carried more than treats - they carried a story about how chocolate connects us through memory, curiosity, and pleasure.
By merging gastronomy, education, and theatre, Feast + Fable and Tesco reinvented the Easter celebration - turning chocolate into a stage for discovery.