The Chancellor was accompanied by the media on last night’s trip to a Warburtons bakery, motorway works and a Tesco depot ahead of the publication of improved economic growth figures today.
He accentuated his message via Twitter, repeating the phrase ‘#hardworking people’ on tweets about his itinerary.
Just been to Warburtons bakery in Wednesbury to see the night shift produce the bread that'll be on shelves tomorrow am.#Hardworking people — George Osborne (@George_Osborne) July 24, 2013
‘Twitter is at its strongest politically when it’s used to highlight the difference that government policy is making to the lives of ordinary people,’ said Daljit Bhurji, global managing director at Diffusion, which was the Conservative Party's social media agency for the last general election.
‘The Chancellor has introduced the #hardworking people hashtag; he should now make this an ongoing campaign and take the next step of adding photo and video content to his messages.’
Pagefield consultant Tom Bage agreed the ‘night shift and tweets was a cute move’ aimed at painting the Chancellor ‘as the friend of the hardworking majority’.
Bage, a former researcher for Labour MP Graham Allen, said: ‘Osborne’s two jobs, as Chancellor and chief election strategist for the Tories, see him drawing sharp dividing lines with Labour at every opportunity. He, David Cameron and Lynton Crosby believe that "strivers vs shirkers" will be a central theme at the next election.
'Once nicknamed "the submarine" for the long periods he’d spend submerged in Whitehall, the Chancellor is back on the airwaves now he believes he’s winning the major economic arguments.'
Bhurji added: ‘The Chancellor’s #hardworking people tour was a shrewd move to highlight the success of his economic policy. With both the deficit and unemployment down and growth sharply up, the Conservatives can claim that Plan A is working. By contrast, it’s the Labour Party that in communication terms needs to spend the summer developing a Plan B.’