Andy Burnham seeks to rebrand as Labour's 'man of the people'

Key facts

• Andy Burnham is focusing on hyper-local issues in the Makerfield by-election campaign.
• He has spent approximately £8,000 on online adverts on Meta platforms.
• The adverts highlight pledges for local infrastructure, healthcare, and environmental improvements.
• Burnham's campaign aims to present him as a genuine local figure, distinct from establishment politicians.
• This strategy marks a shift from his previous focus on national Labour leadership ambitions.

Greater Manchester Mayor Andy Burnham is intensifying his focus on hyper-local issues in the final weeks of the Makerfield by-election campaign, a notable shift from his national leadership ambitions. He has invested approximately £8,000 in online advertisements on platforms like Facebook and Instagram, targeting voters with specific pledges for the constituency. These include promises to build link roads, open new health facilities, clean up a local dump, and block controversial developments. This strategy aims to counter accusations from his Reform UK rival, Robert Kenyon, that Burnham is using Makerfield as a mere 'stepping stone' to challenge Prime Minister Keir Starmer for the Labour leadership.

Burnham's campaign team has also emphasized his connection to northern England and his work as mayor, suggesting his 'place first' ethos could be replicated nationally. The campaign has deliberately limited national media interventions, focusing instead on left-leaning outlets and paid social media content that highlights praise from local residents. One significant ad spend of £2,000 to £2,500 featured a collage of positive testimonials, portraying Burnham as an "incredible and genuine man" and a "rare sort of politician."