Ed Miliband returned to the tactic which helped the party into power in 1997 when he offered voters a 10-point “contract” today.
In an echo of the “pledge card” handed out during the election campaign which led to Tony Blair’s first term, the current Labour leader brought together its policy pledges into a single “cost of living contract” including new rented housing reforms.
Speaking at the launch of Labour’s local and European elections campaign, the Doncaster North MP said he was “proud to place our cost of living contract before the people of this country” a year ahead of the General Election.
“Ten ways that a Labour government would make a difference, 10 ways that we would tackle the cost-of-living crisis, 10 ways we will grow and earn our way to higher standards of living. By taking real action, on wages, on jobs and on prices,” he said.
Mr Miliband said there was a “cost-of-living crisis that Britain hasn’t seen for as long as anyone can remember”.
The speech made clear Labour will not be diverted from its ‘cost-of-living crisis’ campaign theme despite the economic upturn.
Mr Miliband’s strategy has come under close scrutiny in recent weeks with figures suggesting wages are now rising higher than the headline rate of inflation.
Critics have suggested with an election still a year away Labour could be outflanked if it does not change tack.
However, Mr Miliband has made clear that the theme will remain although attacks on the Government are likely to focus on which parts of society are benefitting from the recovery.
The speech today referred to “hardworking families” or similar themes a dozen times as the party seeks to present the Conservatives as the party of the advantaged.
In his speech today, Mr Miliband said the “promise of Britain, that the next generation should do better than the last” had been broken.