When people hear Texas, they think big. New York: straight talking and tough. As we looked at Strack & Van Til, we saw an opportunity to build a brand around the values and quiet greatness of Indiana. We rebranded Strack as “Indiana’s grocery store.” This position led to Indiana Made, a brand advertising campaign celebrating the values that make the people of Indiana and Strack & Van Til special. Employees found a renewed sense of purpose, and customers came back to shop Indiana’s grocery store because they had a real reason to do so.