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.
Chris Cummings, the chief executive of the Investment Association lobby group, which is steering the campaign, said: “Every year since the global financial crisis, we’ve had more well-intentioned regulation that has come in that has been designed to offer consumer protection.
