Godiva chocolate brand consolidates $10m business

Godiva, the luxury Belgian chocolate brand, is consolidating its $10 million global advertising accounts.

The Campbell Soup-owned company has invited its two incumbents, HHCL/Red Cell and the New York-based Margeotes Fertitta & Partners, to pitch in a straight shoot-out for the combined press- and poster-based advertising business.

At present, Godiva divides its advertising between the US and the rest of the world. HHCL handles the account in the UK, Europe and the Far East, where the brand is positioned in a luxury bracket. Margeotes Fertitta & Partners holds the account in the US and produces work with a more mass-market appeal.

Following the success of an international Godiva re-launch campaign, the chocolatier has indicated that future campaigns will be global in reach. The two agencies have made final presentations, to be tested in research before a decision is made.

The HHCL-created relaunch campaign for the brand was inspired by the legend of Lady Godiva.

The HHCL chairman and executive creative director, Steve Henry, said of the Lady Godiva campaign: "Hyper-successful luxury brands have an emotional, irrational and instinctive way of communicating."

The successful agency will be named in mid-April.