The fifth Pay Your Pension Some Attention campaign has launched, with this year’s initiative using record-breaking vegetable growers to encourage savers to engage more regularly with their pension.

The industry-wide engagement campaign, coordinated by the Association of British Insurers (ABI) and Pensions UK and supported by organisations across the pensions sector, has launched under the theme 'Grow Your Pension'.

A new campaign film draws a parallel between nurturing giant vegetables and building a healthy pension pot, highlighting the importance of giving pensions time, care and regular attention.

The film features 15-time Guinness World Record holder, Kevin Fortey, known as “Mr Giant Veg”, Gardeners’ World contributor, Aniket Sardana, and home gardener and content creator, Farida Sober.

The campaign directs consumers to the Pension Attention website, where they can find guidance on checking their pension balance and contributions, tracing pensions from previous jobs and assessing whether they are on track for the retirement they want.

Research released alongside the launch found that more than half (52 per cent) of UK adults have never checked their pension balance, while a third (33 per cent) do not know how much is in their pension pot.

In addition, 37 per cent said they did not understand how their pension grows over time, while 36 per cent believed they may have pension pots from previous jobs that they have never tracked down.

Almost three in 10 (29 per cent) also admitted they had no idea how much money they would need for retirement, while 13 per cent said they “bury their head in the soil” when it comes to their pension.

Pension Attention campaign spokesperson, Helen Mitchell, said: “By teaming up with the UK’s best growers, we want to make pensions feel less like another admin task and more like something worth tending to. Just like the finest vegetables, with attention, care and time, your pension could flourish.

“As an industry, we have an important role to play in helping people understand their pensions. By coming together with a simple, bold and memorable campaign, we can build on the successes of the past four years and continue to increase engagement.”

Personal finance expert, Emmanuel Asuquo, also backed the campaign, arguing that pensions can often feel complicated or like something to worry about later.

He encouraged savers to start by finding their existing pensions, checking what they are paying in and reviewing what their savings are currently projected to provide in retirement.

People’s Pension chief commercial officer, David Meliveo, added that, much like growing vegetables, building retirement income requires “patience, care and time”.

He stressed that starting pension saving early gives investments longer to grow, while small, regular contributions can build momentum over the years.

Meliveo also highlighted simple engagement measures, including tracing old pension pots and using provider apps, as ways for savers to better understand how their retirement savings are progressing.

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