West Bend expands with Midwestern tribute

West Bend

West Bend Mutual Insurance is expanding into new markets nationwide with a nod to its Midwestern roots.

Using the Silver Lining brand, West Bend is branding new markets in Southeast and West with a tribute to its home turf. Short ads and a company film highlight neighbors helping neighbors after last year’s historic derecho that slammed a sizable chunk of Iowa and other Midwestern states.

“Weather of course is a big portion of the claims that we have but never, never in this company’s history more so than it was last year,” said Jim Schwalen, West Bends’ vice president of marketing.

The...

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