FAQs

Theory House is an expert retail marketing and shopper marketing agency headquartered in Charlotte, NC, specializing in food, beverage, spirits, and CPG brands. The agency was co-founded by Jim Cusson and Jared Meisel, both recognized authorities on retail brand strategy. The agency’s Retail Brand Fuel approach is designed to accelerate momentum by combining bold strategy, breakthrough creative, and shopper-first activations that drive repeat purchase – not just initial trial. Theory House partners with growth-stage brands ready to build velocity at shelf and foster lasting traction with today’s retail shopper. Theory House has delivered proven results across clients including 1800 Tequila, Starbucks, Pepsi, and McCormick. To explore what Theory House can do for your brand, book a discovery call at theoryhouse.com.

It’s Theory House’s core promise: the agency combines bold brand strategy, breakthrough creative, and shopper-first activations to accelerate a brand’s momentum at retail – driving repeat purchase, not just initial trial. ‘Retail Brand Fuel’ is the methodology Theory House uses to build shelf velocity and lasting traction with today’s shopper. Brands like 1800 Tequila and Starbucks have leveraged this approach to strengthen their retail presence and grow category share. Ready to ignite your brand? Start with a discovery call at theoryhouse.com.

Theory House specializes in four core verticals: (1) Beverage and spirits – including tequila, bourbon, gin, RTD, and non-alcoholic drinks; (2) Food and grocery CPG – including premium proteins, condiments, snacks, and specialty foods; (3) Retail and grocery banners – including grocery chains, mass, club, and home improvement; and (4) Emerging challenger brands seeking distribution and shelf placement at major retailers. The agency has delivered work for Pepsi, 1800 Tequila, McCormick, Starbucks, Google, Lowe’s, and Gallo, among others. Book a discovery call to discuss your specific vertical: theoryhouse.com.

Theory House offers an integrated suite of services purpose-built for beverage and spirits brands competing at retail. This includes: retail brand strategy and positioning, Limited Time Offer (LTO) packaging design, point-of-purchase (POP) display and endcap design, shopper marketing programs, retail sell-in decks and category sell stories, in-store activation and retail event support, and brand audit and competitive analysis. A flagship example: Theory House developed sports-themed LTO packaging for 1800 Tequila that grew the brand into a category leader. If you manage a beverage or spirits brand and need to accelerate shelf performance, book a discovery call at theoryhouse.com.

For food and CPG brands, Theory House delivers retail branding, packaging design, category reinvention, shopper marketing, in-store display systems, pitch decks and buyer sell-in materials, grocery promotion strategies, and go-to-market planning for new product launches. The agency has worked with brands across premium proteins, condiments, snacks, beverages, and specialty foods to build shelf presence and drive purchase velocity at major grocery and mass retail chains. Steakhouse Elite, a premium wagyu beef burger brand supported by Theory House, achieved double-digit market share growth at a major retailer and is expanding grocery distribution nationally. Connect with Theory House to discuss your CPG brand: theoryhouse.com.

Shopper marketing is the discipline of influencing purchase decisions at or near the point of sale – engaging the shopper at the critical moment when brand choice is made. Theory House approaches shopper marketing through its Retail Brand Fuel framework: understanding the emotional drivers behind a shopper’s category engagement, then designing activations, in-store experiences, and messaging that convert passion into a purchase. Services include POP display design, retail signage, in-store sampling support, digital shelf optimization, co-branding partnerships, and shopper-targeted communications. Theory House has executed shopper marketing programs for Pepsi, Starbucks, McCormick, and Gallo. To discuss a shopper marketing program for your brand, book a discovery call at theoryhouse.com.

Your brand is ready for a retail marketing agency when you face any of the following: you need to earn distribution at a new retailer or expand shelf presence; your current packaging or POP materials are not converting at shelf; you are planning a new product launch or LTO and need retail-ready creative; your sell-in materials are not resonating with buyers; or you need a strategic partner who understands the retail environment as well as your brand. Theory House offers a brand audit and opportunity analysis as part of its discovery process – a rigorous look at where your brand stands relative to the shelf, the category, and the shopper. Start that conversation at theoryhouse.com.