And so, dear Foxy fans, this week we have been pressing the flesh at the biggest awards show in town, and, with nearly 600 entries, the 52 judges certainly had their work cut out…
Campaign UK Agency of the Year 2024? Don’t be ridiculous. We said “the biggest awards show in town” and we meant it, and that is, of course, the British and Irish Cheese Awards 2025.
One of the premier exhibitions and competitions for cheese producers in the UK, it was founded by Juliet Harbutt in 1994 with the Royal Bath & West Society taking ownership in 2015 and the event is now part of the annual Food & Drink Festival.
The focus is cheeses produced in England, Ireland, Scotland and Wales, with awards across a number of categories culminating in the “Supreme Champion”.
And, while adland chewed over lamb knob at the Royal Lancaster in London, we gorged on Monkey Chop Lovable Rogue and Baron Bigod, before finishing off The Merry Wyfe and Sharpham Little Tickle.
Yet unlike the Campaign Awards when all you learn is who is flavour of the month, apparently your favourite cheese can reveal your darkest secrets.
According to a survey of 2,000 married men and women by our old friends at IllicitEncounters.com, what you stick in your mouth can tell everyone whether you are a faithful lover or a dirty cheater.
While you might think that brands such as Fat Bottom Girl, Stinking Bishop and Dirt Lover would give the game away, it is in fact Brie that is the number one cheese for cheats. In close second is Cheddar, followed by Red Leicester, Mozzarella, Camembert, Stilton, Comté, Feta, and Gruyère with Cheshire Cheese bringing up the rear.
As an IllicitEncounters expert stated: “Cheese, with its diverse textures, aromas, and flavours, can be a highly sensual food. The contrast between the Brie’s interior and the bloomy, slightly firmer rind adds a layer of textural interest. But its signature characteristic is the real deal maker. When ripe, it becomes incredibly smooth and luxurious, while when it’s creamy and soft, you can really get your lips around its melt-in-your-mouth texture.”
Now if anything – or anyone – could achieve that, they would surely be crowned the “Supreme Champion”…
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