Greggs insures the nation against hating Stilton®

Stilton® is one of the most divisive cheeses in Britain. Most people who say they hate it decided that around the age of ten, at a family Christmas, when the smell hit them from across the room. Greggs thinks that's not a fair trial, so with the launch of their new Steak and Stilton® Bake, they’re giving customers a way out if they're wrong.

Buy one, don't like it, and Greggs will swap it for a Steak Bake instead. A pretty sweet deal… or should we say savoury?

The idea is called ‘but I don’t like Stilton® Insurance’, and it's a Greggs original, born from years of that exact childhood grudge working against a cheese that, melted inside pastry with steak and gravy, tastes nothing like the version left out at Christmas.

We built the campaign to get that message everywhere it needed to be: 6 sheets and kiosks out of home, 10 and 30 second radio spots, PR and media drops, and a full shop takeover to bring the idea to life in Greggs shops themselves.

The bake itself is an evolution of an old favourite. Greggs used to sell a Steak and Cheese Roll, and this is that idea reborn, with Stilton® taking the lead role rather than hiding behind a vaguer "cheese." It's a bold move for a cheese with such a reputation, but Greggs is confident that once people actually try it, most will come round.

Steak and Stilton® Bakes land in shops from 3rd September.