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

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.