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David Adamson on ‘leaving the walled garden: lessons from a luxury brand that embraced the supermarket shelves’

David Adamson, Strategy Director at The&Partnership London, features in this month’s Admap which looks at how brands can grow via premiumisation.


Many brands stretch upward but few luxury FMCG brands have made a transition to mainstream shopping, but Godiva Chocolate brand did just that. In ‘Leaving the walled garden: Lessons from a luxury brand that embraced the super market shelves’, David Adamson explains how since 2017, Godiva chocolate has successfully gone from ten small but perfectly formed boutiques to a patron of Sainsbury’s shopping aisles, without damaging its luxury brand cues.


This work was awarded Best Brand Extension at the 2018 Marketing Society Awards.


Read the full article here.


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