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Sign me up to Eat Out's weekly newsletter and promo mailer. Unlike Mr Turnbull, he is not afraid to turn sharply negative, branding Mr Shorten "a liar" and "sneaky" after his superannuation tax misstep last week.
As much as it may be about "you", the Morrison campaign is also decidedly about him. The PM is doing most of the heavy lifting for the Liberals in this campaign. He told The Australian "he doesn't need anyone to prop him up", but in reality, he doesn't have much of a choice. So many of his ministerial colleagues carry serious baggage Michaelia Cash has only recently returned from what colleagues jokingly called witness protection , perform terribly in front of the media or are stuck in their home states, defending their own turf Josh Frydenberg, Greg Hunt and Peter Dutton.
The revolving door of Liberal leaders has gutted the Cabinet. Behind the scenes is a strong team based at Coalition HQ in Brisbane, with a fact-checking unit to try to counter "Labor lies", complete with a new website on which to publish their rebuttal — an enterprise borne of Labor's "Mediscare" campaign and an acknowledgment they were far too slow to respond to it.
Joining Mr Morrison on the campaign trail are: WA Liberal and long-time ally Ben Morton, who's playing the role of "special adviser"; his head of media, Andrew Carswell; executive officer Nico Louw, the gatekeeper between the PM and just about everyone else; principle private secretary Yaron Finkelstein who previously worked with Brendan Nelson and headed up CrosbyTextor is providing strategic and polling advice; and policy guru and former Howard staffer Steph Wawn.
Earlier this year, the Morrison team hired Kate Boxall — who had previously worked as an adviser to former New Zealand prime minister John Key — to craft his social media campaign, which now features a slew of rapidly produced Instagram stories and slick, short-video productions.
Since taking over the prime ministership, Mr Morrison's Instagram following has reached 40,, pipping Mr Shorten's 36, That pales in comparison to Mr Turnbull, who has almost three times as many followers, and NZ Prime Minister Jacinda Ardern who at last count had , Mr Morrison and Mr Shorten have both joined WeChat to court Chinese-Australians it's "half inoculation and half communication" for the Liberals who used the platform to ensure voters that family visas would be unaffected by changes to the migration system. And Facebook — as is the modern way — is key to both leaders' campaigns.
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Even if you don't follow the leaders, their sophisticated campaign machines are targeting Facebook groups you may be part of. After Labor announced its electric car policy, the Coalition went on the attack, posting Liberal messages in motoring groups on Facebook some of which have , followers — that's a lot of voters, and it's not by accident.
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The calculation is that somewhere between the social media, the traditional media, the paid advertising, the corflutes and the one-on-one interactions lies an electoral sweet spot, which Scott Morrison is striving to be able to say on May 18 that he succeeded in finding. And only then, in the votes of 16 million fellow Australians, will we know if he passes his own pub test. Victoria Cross veteran under investigation for war crimes.
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