Andy Burnham’s attempt to present himself as Britain’s most relatable Prime Minister has triggered an extraordinary Downing Street backlash — with officials reportedly warning him to tone down his football, pub and “bloke” image.
Since entering No10, Mr Burnham has broken sharply with the more formal style of his predecessor Sir Keir Starmer, flooding social media with videos featuring football banter, pub culture and everyday conversations.
One clip saw the Prime Minister ranking classic pub snacks alongside newly appointed Chancellor John Healey, while other appearances have highlighted his enthusiasm for football and a traditional pint.
But advisers are now urging him to rein in the approach, warning that too much focus on “blokey” content could narrow his appeal with voters outside his core support base.
Sources told The Times that experts from a specialist unit created under Sir Keir Starmer’s leadership had analysed Mr Burnham’s online performance and raised concerns about the tone of some posts.
“No10 have a very good team that specialise in social media data and analytics,” a source said.
“They’re producing daily reports for the PM’s team and have cautioned against some of the content, advising to tone down some of the blokiness, such as the bar snacks stunt. He is a strong communicator but it’s about balance.”
However, polling experts warned that attempting to distance Mr Burnham from his everyday image could risk damaging one of his biggest political assets.
Luke Tryl, director of More in Common UK, said voters had responded positively to the Prime Minister appearing comfortable and authentic.
“One of things the public like about [Mr Burnham] is he’s seen to be normal, himself, comfortable in his skin,” he said.
“In Makerfield people liked they’d seen him at football games, he clearly enjoyed a drink like everyone else. He’s got a +20 national approval in an anti-politics age.”
Home Office minister Anna Turley also defended the Prime Minister’s approach, arguing that voters wanted leaders who appeared human rather than distant.
“If liking football and going to the pub is blokey, then I’m afraid I’m guilty as anyone,” she said, adding that her favourite drink was a “nice tropical IPA”.
The debate comes as Mr Burnham enjoys a significant improvement in personal ratings compared with Sir Keir Starmer.
YouGov polling suggests the Prime Minister is viewed as more likeable, competent and stronger than his predecessor, with his approval rating among London voters even higher than among some northern regions.
Yet the political honeymoon has not translated into a decisive Labour lead.
Reform UK remains narrowly ahead in voting intention polling, with support at 23 per cent compared with Labour on 22 per cent.
YouGov’s Dr Patrick English said Mr Burnham had benefited from the contrast with the deeply unpopular Sir Keir Starmer, but warned expectations of a dramatic Labour revival should be tempered.
“Burnham leads our favourability ratings but he is not hugely popular,” he said.
The battle over pub snacks and football videos may appear trivial, but it reflects a much bigger struggle at the heart of modern politics: whether voters want carefully managed leaders — or politicians who appear to be just like them.
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