"I told him in my view it was a 100 percent match with the guy on TV, " Lubin said.

NPR: Fla. Runner Gets Photo Of Suspect Fleeing Marathon

Georges Lubin, a former schoolteacher, started editing the letters in the 1960s.

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Lubin says that in the past two weeks since Gnarly Head carried out this campaign, he has seen a whopping 1, 000% sales increase locally in Memphis and a 20% sales increase nationwide.

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Charles Lubin, the Chicago baker who in 1949 named his shop after his eight-year-old daughter, sweated in front of an oven perfecting cheesecakes and sponges that would still taste good after being frozen.

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"I literally had to sit down, " Lubin said.

NPR: Fla. Runner Gets Photo Of Suspect Fleeing Marathon