DIARY: Distinctly whiffy stilton assumes kebab mantle

First the humble kebab, now stilton cheese.

Less than two months after PRWeek exclusively broke the news that a trade body was seeking PR help to boost the image of the doner kebab, we hear stilton producers have hired Manchester's consumer agency Brazen PR to mount a PR makeover for the notoriously smelly cheese.

Brazen is the first agency to be taken on by The Stilton Cheese Makers' Association, which is looking to turn around the reputation of the cheese from a traditional Christmas treat to a year-round, 'contemporary product', according to Brazen director Emma Thornley.

It is understood fees for the work are in the region of £75,000, but could double to more than a startling £150,000, according to a source close to the pitch.

SCMA Secretary Nigel White said: 'We want to look beyond traditional uses of the cheese and help consumers understand what a great product it is, and how versatile it can be.'

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