Stilton revitalises image in new marketing push
If you thought Stilton cheese was purely the after dinner choice of elderly gentleman with Port and cigars it’s time to think again. A new marketing campaign is about to launch featuring a young, rock ’n’ roll, tattoo mad food stylist and chef celebrating the King of English Cheese.
There are only six dairies in the world that are legally allowed to produce Stilton and they are working together to change perceptions of the historic blue veined cheese and introduce it to a younger market.
The Stilton Cheese Makers’ Association (SCMA) has signed Gizzi Erskine, TV chef and innovative food stylist, to help raise the profile of the iconic cheese among a younger customer and show its many uses and versatility.
Gizzi will be fronting a campaign to position Stilton as a year-round essential food shopping item and key ingredient for everyday cooking, emphasising its popularity away from the traditional Christmas cheeseboard.
Gizzi was a natural choice for the campaign as she a great champion of British produce, she also has a personal ambition to show younger people that cooking does not have to be complicated and difficult. Gizzi is also keen to show that skills can be easily learnt and incorporated into everyday life.
Gizzi, said: "There are few cheeses that carry as much history and prestige around the world as Stilton so to be asked by the dairies to excite the public about how to use it is a real honour. It’s been my mission for a long time to get more young people cooking and showing them how easy it is. I think a lot of people are going to be shocked about how much they like Stilton when they try even a little of it in different meals."
Nigel White, secretary of the SCMA added: "We decided to work with a high profile and credible figure this year in order to broaden the range of people we talk to. Gizzi is young and lively and is bringing a totally fresh approach to cooking and she is genuinely passionate about Stilton. We are very excited about the partnership and hope that her ideas will inspire a whole new generation of Stilton fans."
The SCMA has signed Gizzi at the perfect time. She found great success with her first show on Channel 4, Cook Yourself Thin, but with her first solo book out later this year plus a four part mini series on GMTV and another one planned for later this year, her profile will be ever increasing over the coming months.
As well as creating the ten recipes, Gizzi will be featuring in a radio and media campaign, plus utilising social media to spread her ideas for using Stilton.
