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Jim Cusson president of Theory House

Nothing works quite as well as trial to convert a skeptical shopper. Theory House coordinates cooking competition events all over the East Coast called Frugal Cook-Offs, introducing local bloggers to Food Lion’s economical private brand. From Charleston to Baltimore, Jim Cusson and his team have increased private brand awareness in one of the most effective ways—cooking and creating with actual products. And the bloggers agreed. “It was like the red carpet for food. Bulbs were flashing, and the judges were asking questions,” recalls Raleigh blogger Rachel Withers. “This was an awesome opportunity to cook something healthy, fresh and frugal… I felt like we were all winners.”
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