From boutiques to grocers: How Godiva democratised luxury

Godiva, a Belgian chocolatier, looked beyond its traditional chocolate boutique stores and took its luxury products into supermarkets in the UK through a visual campaign that broke category conventions.


It was time for Godiva, a niche luxury brand known for expertly crafted Belgian chocolate, to enter select, mainstream channels.

Godiva had ten small-but-perfectly-formed boutique stores, and a handful of concessions selling beautifully crafted Belgian chocolate. The vision was to become widely available in grocers across not just the UK (our focus here), but also the entire w where they would be sold in the premium chocolate category.