Stilton's stuffy image is to receive a makeover with a new campaign to reposition it as an everyday essential food ingredient.

The campaign, run by the Stilton Cheesemakers' Association, aims to promote the consumption of Stilton outside the usual Christmas period. To spread the message among the young, the SCA has signed up celebrity chef, tattoo enthusiast and ex- body piercer Gizzi Erskine.

There were few cheeses that carried as much history and prestige around the world as Stilton, said Erskine. "I think a lot of people are going to be shocked about how much they like Stilton when they try even a little of it in different meals," she said.

Erskine will promote the year-long campaign via radio and social media. She will also create 10 special recipes incorporating Stilton.