Record-breaking growers are being enlisted by the Pension Attention campaign to encourage consumers to give their retirement savings more regular attention, after new research found that 52% of UK adults have never checked their pension pot.
The campaign, coordinated by the Association of British Insurers and Pensions UK, uses the world of competitive giant vegetable growing to highlight a simple message: building a healthy pension requires time, care and regular attention.
A new campaign film features some of the UK’s champion giant vegetable growers, including Kevin Fortey, a 15-time Guinness World Record holder known as ‘Mr Giant Veg’, BBC Gardeners’ World contributor Aniket Sardana and TikTok gardening creator Farida Sober.
The campaign also features personal finance expert Emmanuel Asuquo, who helps consumers understand how they can take practical steps to engage with their pensions.
The creative draws a direct comparison between growing prize-winning vegetables and building long-term retirement savings, with the campaign message encouraging people to start small and stay engaged.
The research behind the campaign highlights the scale of the challenge facing the pensions industry.
One in three UK adults (33%) say they do not know what is in their pension pot, while 37% do not understand how their pension grows over time. Almost three in ten (29%) also say they have no idea how much they will need for retirement.
Meanwhile, 13% admit they ‘bury their head in the soil’ when it comes to their pension.
The campaign aims to turn what can often be perceived as a complex or intimidating financial topic into something more accessible by using gardening as a relatable creative platform.
The Pension Attention campaign directs consumers to its website, where they can find guidance on checking their pension balance and contributions, understanding projected retirement income and tracking down pensions from previous employers.
Kevin Fortey, holder of the Guinness World Record for the world’s heaviest beetroot, said the campaign reflects lessons he has learned from growing giant vegetables.
“Big results start small,” he said, adding that giving something “enough time and a bit of care” can help it grow into something significant.
The campaign is backed by brands across the pensions industry and is designed to encourage consumers to take a first step towards understanding and engaging with their retirement savings.