Join Britain’s biggest celebration of Stilton

Stilton is one of Britain’s best-known cheeses, but many shoppers still think of it as a seasonal product thanks to its reputation as a must-have on a Christmas cheeseboard. For others, its distinctive strength can create a barrier to trial. In fact, two-thirds of people who say they do not like Stilton have never actually tried it, according to research.

That’s why Stilton Week has been launched – a nationwide retail campaign designed to challenge perceptions, encourage trial and introduce more people to Stilton’s distinctive flavour and versatility.

Free to take part in, Stilton Week will bring together 100 delis, farm shops, food halls and other independent food retailers for nine days of customer sampling, creative merchandising and in-shop promotions designed to drive sales, engage customers and demonstrate that Stilton deserves a place beyond the traditional Christmas cheeseboard.

Changing perceptions

Independent retailers are particularly well-placed to change perceptions of a product like Stilton, a cheese that many people think they know but have never actually tried. And sampling is one of the most valuable tools in the indie retailer’s arsenal.

Stilton Week will give retailers a special opportunity to turn the gap between perception and experience into valuable engagement at the counter. 

Knowledgeable staff can explain the cheese’s flavour, provenance and many different uses, introducing customers to accessible recipes, serving ideas and unexpected flavour combinations. 

How to take part

Applications are open to independent food retailers operating physical shops in the UK. Places are limited to 100 retailers, and applying does not guarantee selection. Approved retailers will be expected to participate throughout Stilton Week, display the campaign materials, offer samples and promote the activity to customers. 

Each retailer will receive a specially created Stilton Week promotional kit containing point-of-sale materials, merchandising inspiration, recipe cards and a complimentary starter supply of Stilton for customer sampling.

Bring in your USP

While participating shops will receive promotional materials to support the campaign and create an engaging Stilton Week display, they will have the flexibility to do so in a way that suits their business and customers.

A specialist cheesemonger might explore Stilton’s provenance and pairings, while a farm shop could create a wider British food display. A deli or food hall might concentrate on recipes, entertaining or approachable ways to introduce younger customers to blue cheese. 

Retailers can share photographs and videos of their displays, tastings and customer activity on Instagram using #StiltonWeek26 and tagging Speciality Food (@specialityfood_), helping to build a national picture of the campaign. 

There’s also a brand-new award up for grabs, with participating shops invited to enter the Stilton Week Retailer Award. Entries will be assessed on creativity, visual impact, use of the campaign materials, customer engagement and the way each retailer celebrates Stilton’s versatility. 

The winner will receive a cheese hamper, be featured in Speciality Food magazine and be invited to visit a dairy to see Stilton being made firsthand.

Retailers can find further information and apply at stiltonweek.com.