Labour has decided that the cost of living is the best way to attack the Tories while it tries to fathom what its own policies are. This is a rich seam to mine, and the party wants to ask voters whether they are really any better off than they were five years ago. But Ed Miliband and his team may be reckoning without the energetic attack dog mood that the Tories are in at the moment.
They are keen to fight Labour on this turf, too, rather than giving any ground. So confident are the Conservatives that rather than defend their record, they are also going on the defensive, launching Cost of Labour, a new website which estimates, based on personal circumstances, how much a Labour government would cost you.
Like all CCHQ initiatives of late, it includes an all-important email field.
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