Not so long ago politicians were content to demonstrate their credentials as a likeable everyman by kissing babies and shaking voters' hands.
Yesterday, senior figures from Britain's main parties battled to express their ordinariness by appropriating one of the more ubiquitous symbols of modern life: the shop-bought pasty.
In what was dubbed an outbreak of "pseudo-plebbing", the Prime Minister led a fightback against damaging allegations by the chief executive of bakers Greggs, Ken McMeikan, that the Government's 20 per cent VAT levy on his products signalled it was out of touch with normal folk.
The Eton-educated Prime Minister styled himself as one of the everyday pastry-gobbling classes by saying he had most recently eaten a West Cornwall Pasty Company snack at Leeds railway station. "I am a pasty-eater myself. I go to Cornwall on holiday, I love a hot pasty," he told reporters.
Cameron was attempting to make up for Chancellor of the Exchequer George Osborne's earlier admission that he could not remember the last time he had visited a Greggs bakery.