How We Got The Story

Wordsworth client Kroger Personal Finance offers affordable pet insurance options for grocery shoppers, and securing it is as easy as a trip to the customer service desk. To build awareness of this offering, Kroger tasked the agency with securing coverage on the general topic of pet insurance and Kroger's offering.

The Wordsworth team noticed quickly that pet insurance had been covered regularly over the past few years in all of the major pet-focused media outlets; however, all of that coverage seemed to focus on dog owners. All of our furry companions could use pet insurance, so the agency developed a pitch focused on the need for pet insurance for cats.

But, securing coverage isn’t always as easy as having a great pitch. To succeed, thorough research into media outlets, the reporters, and what they like to cover is necessary. After identifying the right person, it often takes multiple tries to reach the reporter and convince them of the story’s merits. Armed with a great idea and a never-give-up attitude, Wordsworth ended up securing a story on pet insurance for cats with Pet World, a popular nationally syndicated radio show that reaches pet lovers through 135 radio stations across the country.

You can listen to the fruits of that labor here.