Say “Belgian chocolate” and you say Neuhaus. The iconic brand, founded in Brussels in 1857 and the inventor of the Belgian praline has always been an icon in the premium chocolate category, built on an unimpeachable heritage and an unapologetically Belgian sense of craft. But heritage alone doesn’t conquer new territory. And with already 70% of Neuhaus’ sales focused on gifting, there are opportunities in the fast-growing gifting market, there was a meaningful white space waiting to be claimed.
Enter Lucy. Together, brand and agency built something genuinely new: More Than A Gift: a strategic and creative platform designed to reframe Neuhaus chocolate not just as a premium gift, but as a genuine act of appreciation. The campaign’s visual concept is as clever as it is striking: Lucy transformed Neuhaus chocolates into a mosaic that takes the shape of familiar gifts: a bouquet, a bottle of champagne, making the emotional logic of gifting impossible to ignore.
At the heart of the campaign is a direct challenge to the default gifts people reach for without thinking: flowers, wine, a bottle of bubbly. More Than A Gift argues that Neuhaus pralines deserve a permanent seat at that table, not as a niche alternative made in Belgium, but as the go-to. When someone reaches for a bouquet or uncorks a bottle, the ambition is simple: make them think of Neuhaus first. The visual language makes this case with precision: chocolates arranged into the exact silhouettes of the gifts they’re meant to replace, showing in one image what a thousand words of copy couldn’t.
"Gifting isn’t just about bringing something.
\u200bIt’s about having something to say."
\u200b
\u200bCharlotte Huens, Brand & Partnership Manager - Neuhaus
“The brief was clear from the start: position Neuhaus not just as a luxury item, but as a meaningful gesture, because who could seriously argue that chocolate doesn’t carry emotional weight? At the same time, we stayed completely faithful to the visual identity Neuhaus has spent decades building. This isn’t a reinvention. It’s an expansion.” says Laurent Dochy, Creative Director, Lucy
More Than A Gift rolled out across out-of-home and print. In an era of AI-generated imagery, the campaign was produced entirely by hand: real chocolates, real photography, real craft. A fitting tribute to a brand that has always believed the best things take time. And just a little Belgian savoir-faire.
Credits
Brand: Neuhaus
\u200bBrand & Partnership manager: Charlotte Huens
\u200bMarketing Director: Barbara Billiet
\u200bCEO: Isabel Baert
Creative Agency: Lucy
\u200bStrategy Director: Mélanie Dalla-Riva
\u200bStrategic planner: William De Woot
\u200bCreative: Jan Nagels & Iwein Vandevyver
\u200bCreative Director: Laurent Dochy
\u200bAccount Managers: Médina Boufkane & Eva Cabuy
Production: Neuhaus
\u200bMaître Chocolatier: Alim Jetha
\u200bArt Direction: Charlotte Huens & Pauline Motel
\u200bPhotography: Antoine Melis
\u200bAssistant: Samir Dari, Jordan Esser
\u200bRetoucher: Tim Vin
\u200bVideo: Wide Open
\u200bDirector: Thomas Beauduin