Last weekend David Cameron announced he had made a discovery: there were "Lidl People" out there — and they should all vote for him.
It is not hard to see why the Prime Minister is suddenly feeling the need to patronise new groups of voters.
Because two months on from Mr Cameron beginning a relentlessly negative Tory election campaign, he has precious little to show for it. Arrogance is giving way to anxiety within the Tory ranks.
Downing Street apparently answer questions about why he is so absent from the crises around the world by saying: "There's a general election on, you wouldn't expect the PM to spend much time on foreign policy."
But it is not working for him here either. All he has really proved in the past eight weeks is that he has no problem with MPs having second jobs, won't act on tax avoidance and seems scared of a TV debate with Ed Miliband.
Although there will be many twists and turns between now and polling day, the arrogance of the Conservative leadership — which assumed it would be cantering on ahead by this stage — has already shown itself to be misplaced.
Indeed, there is a growing sense of doubt, even desperation, coming from their campaign.
There are reports of internal criticism about the negativity, a paint-by-the-numbers strategy, as well as a distinct lack of vision or optimism for the future.
Boris Johnson is attacking their disastrous failed plan on immigration as he prepares his leadership bid after the election — and there are even reports about how allies are preparing a "Save Dave" campaign if he loses the election.
By contrast, Labour is making the running as we set out our better plan for a better future for young people, for the NHS and for working families.
Over the next couple of weeks we will be focusing more on living standards across the country. Because our party is rooted in the lives of working families, not talking over the heads of voters with big money and big posters.
By the end of this week we will have already held more than one million doorstep conversations with voters. This puts us on course to meet Ed Miliband's target of having a record four million before polling day.
The heart of our campaign is a dialogue with the public, away from the sound and fury of Westminster. It is in these everyday conversations with local people, in communities across the country, that we're making progress — not by patronising anyone as "Lidl people.
