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 by Clawson Farms.

That’s why Clawson Farms and Speciality Food have joined forces to launch Stilton Week, a nationwide retail campaign designed to challenge perceptions, encourage trial and introduce more people to Stilton’s 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. 

“Independent food retailers play a vital role in safeguarding and championing Britain’s great speciality cheeses. Their expertise, passion and ability to engage customers are essential not only for supporting local producers, but also for protecting PDO products such as Blue Stilton, which are an important part of the UK’s food heritage,” says Bill Mathieson, managing director of Clawson Farms.

“We’ve seen firsthand through consumer focus groups and sampling campaigns at festivals and shows across the UK that when people are encouraged to try Stilton, 65% say they like it,” he continues. “That demonstrates the power of tastings to break down misconceptions, inspire confidence and convert interest into purchase. 

“Stilton Week is about giving retailers the tools to do what they do best: introduce customers to exceptional cheese and create new Stilton lovers for generations to come.”

How to take part

Applications are open to independent food retailers operating physical shops in the UK. Applicants should currently stock Clawson Farms Stilton or be willing to become a stockist before the campaign begins. 

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. 

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

Each retailer will receive a specially created Clawson Farms Stilton promotional kit containing point-of-sale materials, merchandising inspiration, recipe cards and a complimentary 450g starter supply of Clawson Farms 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 Clawson Farms (@clawsonfarms) and 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 Clawson Farms to see Stilton being made firsthand.

Find out more and apply at stiltonweek.com