Legendary Chicago pizzeria honors 50+ year Wisconsin dairy partnership with social media
cheese pull challenge

CHICAGO – (September 5, 2025) – Lou Malnati’s Pizzeria, considered the oldest family name in Chicago pizza, is honoring National Cheese Pizza Day with a social media cheese pull challenge powered by Proudly Wisconsin Cheese. The campaign highlights Wisconsin’s world-class dairy tradition and Lou Malnati’s long-standing commitment to authentic mozzarella made with Wisconsin milk.

This National Cheese Pizza Day isn’t just about eating pizza, it’s about honoring Wisconsin dairy farmers, whose high-quality milk becomes the Wisconsin Cheese in every epic Lou Malnati’s cheese pull.

To showcase that superior quality in action, the social media Cheese Pull Challenge invites customers to order their favorite pizza from any Lou Malnati’s location for dine-in, pickup or delivery, then showcase their cheese pull skills by tagging @loumalnatis and using #LMCheesePullChallenge on Facebook or Instagram. The contest runs September 5-10, 2025, and the winner will receive free cheese pizza for an entire year.

Since 1971, the Chicago-born company has built its reputation on deep dish pizza while staying true to the original Chicago-style pizza recipe. Its legendary flavor starts with Proudly Wisconsin Cheese, crafted from the milk of Wisconsin dairy farmers to deliver the premium mozzarella that defines its family recipe.

“National Cheese Pizza Day gives us the perfect opportunity to celebrate our partnership with Wisconsin dairy farmers,” said Marc Malnati, owner of Lou Malnati’s. “While others celebrate with any pizza, we’re highlighting the specific Wisconsin cheese that makes our Chicago deep dish distinctive. That unique flavor and texture creates the perfect melt and those memorable stretches our customers love.”

Wisconsin has spent more than 180 years perfecting the art of cheesemaking. With 90% of the state’s renowned quality milk dedicated to cheese and more than 1,200 expert makers—many third-and-fourth generation—who carry forward a legacy of craftsmanship recognized around the world.

Can your cheese pull achieve the gold standard? Compare your results with Lou Malnati’s cheese pull on Instagram (@loumalnatis) serving as the ultimate stretch. Whether you’re dining in or trying the challenge at home, Lou Malnati’s commitment to premium Wisconsin mozzarella creates results other pizzas simply can’t achieve.