Stilton Cheese To Repeat "stilton Over Manhattan" Campaign

October 2001 will see an encore of a unique and successful campaign called "Stilton Over Manhattan". The promotion ran in the greater New York City area October 2000 and featured a full Stilton cheese rising over the Brooklyn Bridge in its promotional materials. More than 94 stores participated in Manhattan, upstate New York, New Jersey, and Connecticut. Events included wine and Stilton tastings, in-store sampling and displays featuring 62-pound Stiltons (average Stiltons are 17 pounds) which were specially created for the event. The campaign was designed and coordinated by the Stilton US Information Bureau. Retail coordination was facilitated by Food From Britain.

"Vertical tastings" of Stilton at various stages of maturity accompanied by select wines, were highlighted and will be repeated for 2001. "We hope to involve even more gourmet retailers, expand our web site exposure of the campaign, and reach out to the chef community," says Joanne Lenweaver, Director of Special Promotions, Stilton US Information Bureau. "In addition, Kings Super Markets featured Stilton in their October cooking classes," she continues, "deli managers ran videos of how Stilton is made as well as price specials, and sampling was done in several areas. Special celebratory recipes were designed and distributed and a whole wheel of Stilton was won by a gentleman in New Jersey. It was a week of great fun. And to top it off, the full moon rose over Manhattan right on cue."

Plans are being finalized with Distributors and Export Agents and will be detailed at trade shows such as the NASFT Fancy Food Show, New York in July.

Any member of the gourmet cheese market is encouraged to contact the Bureau at historicblue@stiltoncheese.com or 800-467-7023 for more information.

Only six Dairies make STILTON for the entire world. The STILTON recipe and process, now almost 300 years old, is protected by the European Union's RProtected Designation of Origin" status specifying the cheese may only be made of pasteurized local milk in the counties of Derbyshire, Nottinghamshire and Leicestershire in the Midlands of England. Sales of Stilton cheese to the US reached 630 tons for year 2000.
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Photos available on film or CD
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