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Top 10 Campaign in Finance · September 2026
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Top 10 Campaign
Finance · September 2026

Grow Your Pension

PR Campaign
Friday 4th September, 2026

Pension Attention encouraged people to check and grow their retirement savings by comparing pension pots with plants and vegetables. The campaign used research showing widespread pension disengagement, then brought the idea to life with backing from giant vegetable grower Kevin Fortey, known as “Mr Giant Veg”.

Why it worked: Original survey stat (52% never checked pots) plus a visual, metaphor-driven stunt with “Mr Giant Veg” created a fresh, clickable news hook.

The lesson: Consider pairing a stark, fresh stat about ignored behavior with a vivid, unexpected spokesperson or prop that literalizes the fix.

Pension Attention Association of British Insurers Pensions UK People’s Pension Aviva PensionBee Skipton Building Society Rathbones
1 Source:

Coverage over time

How this story spread across the media

Publication Headline Date
stv.tv People urged to grow their pensions as 52% ‘have never checked their pot’ Friday 4th September, 2026
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