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The criteria for determining the best cheese pull are clear: height and stretch. Judges seek demonstrations of how high and how far the cheese can stretch without breaking, serving as a fun, competitive way to showcase cheese quality. The challenge, which runs through September 10th, encourages social media users to film their attempts, share their videos tagging Lou Malnati's and using the hashtag #LMG’sPollChallenge, and win prizes such as a year of free cheese pizza.