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
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.
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