Yesterday, we had Ed Balls on Today saying that the Tories' marriage tax break was a "back to basics" policy. And, today, as Paul Waugh reveals, Harriet Harman described the same agenda as "modern day back to basics. It is back to basics in an open-necked shirt." The reference, of course, is to John Major's ill-fated, relaunch campaign in 1993, which – thanks to what was seen as a moralising tone – became ironically synonymous with government sleaze more than anything else.
Will it stick? I can't see it myself. For starters, it relies on the public making a more or less immediate connection with a 17-year-old story. And, even if that happens, there's the danger that voters may well see more parallels – the division, the dubiousness – between this government and Major's, rather than between the latter and the Cameroons.
But, either way, it's increasingly clear that attacks on Tory marriage policy will be a central plank of Labour's campaign.