Packed with flavour and with all the heritage and history of a fine wine Stilton® has a lot to give. Unfortunately it’s been perceived as stinky, old fashioned and too strong to handle beyond the festive season. This image problem resulted in Stilton® being left on the side lines while the wider cheese category took off on a world of innovation, dulled by retail own brands keeping prices low. Ready to protect 100 years of Stilton® making craftsmanship, Long Clawson presented us with the challenge to encourage customers to reappraise Stilton® — and we went on our own delicious journey of discovery to find the solution. Stilton® and cider, or Stilton® and wasabi anyone?

The Challenge

Commoditised in the retail environment, polarising in flavour and lost amongst a whole world of premium cheeses, even those who love the product only buy it 1.3 times per year. Long Clawson, the dairy cooperative who create 80% of the world’s Stilton®, were hungry to increase the nation’s appetite for the classic British cheese and unlock a new wave of Stilton® lovers.

Together we created a distinct brand positioning

Open yourself up to a sensory adventure

The Strategy

Customer insight showed us that to drive re-appraisal of this traditional product we needed to represent Stilton® in a new and unexpected way.

We leveraged the alchemy and artistry Long Clawson use to craft their Stilton® – a Stilton® that offers an extraodinary taste experience. By communicating the sensorial nature of the cheese we could attract a whole new audience of adventurous foodies.

The Solution

Ready to shake off the dated and deliver on drama, the 1912 brand embraces tradition through contemporary craft – from name to activation. A rich colour palette and detailed illustrations reflect the care of cheesemaking. Texture, layers and curves celebrate the terroir of the dairy landscape and evoke a sensory experience.

We challenged the packaging format – taking it out of the generic plastic wrap and creating an iconic format with strong shelf presence and a sensorial and sustainable unboxing experience. 1912 focuses less on the traditional cheesemaking story and more on the complexity of flavours – showing how Stilton® can be so much more than just the full stop of a Christmas dinner.