The story
Clawson Farms
A farming co-operative with more than 100 years of cheesemaking expertise, Clawson Farms has passed its traditions down through generations.
As one of only four dairies legally permitted to produce PDO Blue Stilton, it proudly protects the provenance, craftsmanship and distinctive character behind the King of Cheeses. Just as Champagne can only be produced in its protected region of France, Stilton can only be made in Derbyshire, Leicestershire and Nottinghamshire according to strict production standards.
Clawson Farms award-winning cheeses are made with fresh milk supplied by 30 local member farms, all located within 30 miles of the dairy, before each wheel of Stilton is carefully hand-turned and hand-graded.
The campaign
Brave the Blue
Most people think of Stilton as something they only enjoy at Christmas. The Will You Brave the Blue? campaign is here to change that.
Two-thirds of people who say they don’t like Stilton have never even tried it, while 43% of Gen Z have yet to taste it—despite considering themselves adventurous foodies. The campaign aims to challenge these expectations and introduce customers to exciting new ways of enjoying Britain’s most famous blue cheese.
Alongside traditional pairings, Clawson Farms will be sharing recipes, serving ideas and flavour combinations designed to surprise and delight.
Inspiration
Have your customers tried?
The idea
Stilton is not just for Christmas
2 in 3
Say they dislike Stilton, but have never tried it
3
Counties
The only places where Stilton can legally be made.
43%
of Gen-Z have never tried Stilton
100+
Years
