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City firms bank on ‘Savvy Squirrel’ advertising campaign to push Britons towards investing

The campaign 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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Apr 24, 2026 Investments Advertising Business

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