Charles Martell is the creator of Britain’s smelliest cheese, Stinking Bishop. Produced on his picturesque farm in Dymock, Gloucestershire, it has become a world-renowned and well-loved cheese. The cheese is made from the milk of the Gloucestershire cow – a breed which Charles helped protect from extinction – before being washed in the juice of perry pears grown on the farm. This process gives the cheese its distinct and internationally renowned smell!
Handmade by a small number of people on a Gloucestershire farm, the cheese had a huge brand presence, but the marketing effort was lacking strategy. Exclusivity was fundamental; Stinking Bishop was not available in supermarkets, so developing a supplier presence was key. Letters were sent out with the cheese, asking distributors to tell us who they were and where they were selling. This information was used to create a supplier directory, found on the Stinking Bishop website, and “Proud Merchant” window stickers were sent to stockists to display. Other activities included social media campaigns and competitions, recipe cards, celebrity endorsement, Christmas Gift Boxes and a regular flow of news to suppliers and wholesalers via e-shots. We also introduced the option to purchase cheese directly via the website.