Nest hits road with Coach Trip star to drive awareness

The UK’s largest workplace pension provider, Nest Pensions, has launched a social-led campaign designed to raise awareness of the scheme and reframe how members think about their pensions.

“Everyday Investors” has been created by independent agency Atomic, through its social and influencer arm Atomic Supernova, and is backed by Atomic and Nest Pensions’ research which revealed that only 23% of Brits expected their pension to be invested locally.

This insight supports Nest Pensions’ broader ambition to democratise and demystify pension investment, helping members understand that if they have a pension, they are already investorso, ften in projects much closer to home than they might realise.

The campaign seeks to engage with members, often juggling finances and responsibilities at key life stages, from moving jobs to starting a family or buying a home. They are often exposed to complex and conflicting financial messages, and Nest saw an opportunity to cut through that noise with a more relatable and human approach, positioning itself as a brand dedicated to building a bigger nest egg for members’ financial future. It also reinforces Nest’s role as a UK-based workplace pension, set up to make auto enrolment simple and accessible for working people across Britain.

At the heart of the campaign is a new film series featuring the host of the TV show Coach Trip, Brendan Sheerin, who takes a group of Nest members on what appears to be a classic coach tour across his home county of Yorkshire, revealing along the way that many of the stops they visited are actually places their pension pots are invested in.

From Brendan stepping in as referee for a competitive game of dodgeball, to cutthroat rounds of crazy golf, and sharing a tower of Yorkshire puddings, the trip blends humour with surprising discoveries, showing how pensions help build businesses and industries people see and recognise every day, from local shopping centres and pubs to offshore wind farms, manufacturing and infrastructure.

The activity marks the fourth instalment in Nest’s content series spotlighting its community and how members’ pensions are invested. It is running across paid social and YouTube in the UK, supported by PR activity. Media buying is being handled by Goodstuff, with production by Thin Reel.

Nest Pensions director of brand Pippa Strutt said: “This campaign is about helping our members see themselves differently. If you have a pension, you are already an investor. By showing in a clear and tangible way where that money goes, we want to build confidence and understanding, and demonstrate how Nest is working hard to deliver strong returns while investing in the UK.”

Atomic Supernova managing director Tom Sneddon added: “The value here came from building on Nest’s Superpower we had uncovered at Atomic – its commitment to building a bigger pension for people across Britain – and finding a culturally resonant way to bring that to life for our social audience.

“Brendan brings real nostalgic value for our audience, with warmth, humour and credibility in equal measure. He makes a complex and often avoided topic feel approachable, helping people see their pension as something real, tangible and connected to their everyday lives.”