Sunak’s Campaign Slogan Risks Stoking Nostalgia for Labour Years

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(Bloomberg) — In his latest bid to win back support ahead a general election, Prime Minister Rishi Sunak has taken to repeatedly warning that Labour leader Keir Starmer would take Britain “back to square one.” Problem is, many Britons are nostalgic for the last time the opposition party was in power.

Sunak has come to increasingly rely on the “square one” slogan in recent weeks, urging voters in almost ever public appearance and campaign video to “stick to the plan.” Conservative Party insiders said the idea was to find a simple narrative to attract voters, similar to the “get Brexit done” campaign in 2019 that propelled Sunak’s predecessor, Boris Johnson, to a landslide victory.