The eyes of America are on Minnesota, and the state's biggest companies are not missing out on a ready-made PR opportunity.
This week there has been a seemingly semi-coordinated effort to show how "Minnesota" they are by engaging in a "Minnesota Nice Off" on Twitter.
It was started off by Minneapolis-based U.S. Bank, which name-checked fellow commercial stalwart Target in its tweet about the friendliness of Minnesotans.
What followed was a Minnesota love-in as other well-known, state-based companies got in on the thread.
Including Cub Foods:
And Gold 'N' Plump:
And Caribou Coffee:
Pretty much everyone: