Cheese makers are putting their financial oomph' behind a £500,000 advertising campaign for Stilton. Dreamed up by the Stilton Cheese Makers' Association, press ads for the Add a Little Oomph with Stilton' campaign will go into newspaper supplements, women's magazines and TV listings titles this autumn. It is hoped the campaign will help build on the distinctive blue cheese's £50m domestic market and exports worth £8m. The strategy is targeted at housewives over 35 years, although the association also expects the ads to introduce a new audience' to Stilton. Nigel Whitel, secretary of the SCMA, said: "The aim of the campaign is to lengthen the traditional Stilton buying season by encouraging light users to purchase outside the traditional Christmas period." {{MARKETING - P&P }}