Following on from Labour's own rebranding exercise 18 months ago when Ed Miliband labelled it the "one nation party", Grant Shapps, the Tory Chairman, yesterday used a speech to activists in London to seek to grab the blue-collar vote ahead of the European elections this spring and the General Election in 2015.
He said: "We are the party on the side of the whole nation. We are the party on the side of working people. Our politics isn't about a list of statistics or numbers. There's a moral purpose to it; a mission."
Mr Shapps used the example of Sir John, who rose to the highest office from humble beginnings, as a "symbol of our party", insisting that the Tories were "not here to defend privilege; we are here to spread it".
The party chairman also unveiled a John Prescott-style pledge card, setting out the Tories' long-term economic plan, including reducing the deficit; cutting income tax; and reducing immigration.
But Jonathan Ashworth, the shadow cabinet office minister, brushed aside the claim that the Tories were the workers' party. He said: "You can't pose as the 'workers' party' when you've made working people £1600 worse off while cutting taxes for the wealthiest."