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The Guardian World news
City firms bank on ‘savvy squirrel’ advertising campaign to push Brits towards investing Kalyeena Makortoff Banking correspondent
The campaign is part of government initiative to boost financial risk taking, amid fears UK growth is being stymiedNils Pratley: the ‘Savvy Squirrel looks a hit too tame’City firms are pinning their hopes on a government-endorsed advertising blitz fronted by a finance “savvy” CGI squirrel to encourage cautious British savers to shift out of cash and start investing.The long-awaited retail investment campaign, which will cost up to £50m, is part of the chancellor Rachel Reeves’ nationwide push to
23 April 2026 at 07:36

City firms bank on ‘savvy squirrel’ advertising campaign to push Brits towards investing

By: Kalyeena Makortoff Banking correspondent

23 April 2026 at 07:36

The campaign is part of government initiative to boost financial risk taking, amid fears UK growth is being stymied

Nils Pratley: the ‘Savvy Squirrel looks a hit too tame’

City firms are pinning their hopes on a government-endorsed advertising blitz fronted by a finance “savvy” CGI squirrel to encourage cautious British savers to shift out of cash and start investing.

The long-awaited retail investment campaign, which will cost up to £50m, is part of the chancellor Rachel Reeves’ nationwide push to encourage more financial risk taking, amid fears risk-averse consumers are losing out and ultimately stymying UK growth.