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

The campaign, fronted by a CGI squirrel, 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.