Downing Street spin doctors have reportedly ordered Andy Burnham to rein in his "blokeish" social media antics after a string of viral clips sparked a backlash. The Prime Minister has been warned by his own advisers to lay off the football chat and pub references in a bid to appeal to a broader audience, according to a report in The Times.
Viral video backlash
It comes after No 10's dedicated social media unit began delivering daily analytics reports urging the PM's team to balance out his direct-to-camera style. Burnham caused a stir online after uploading a video alongside Chancellor John Healey where the pair played a "blind ranking" game with popular bar snacks.
In the clip, which racked up over five million views on X (formerly Twitter), Burnham asked Healey: "When did you last buy a pack of pork scratchings in a pub?" While Healey opted for pork scratchings as his top pick, the PM declared his love for a classic crisp, admitting: "I do have a thing for a pickled onion Monster Munch." When the Chancellor looked baffled, Burnham replied: "Yeah, I know."
Advisers caution against 'blokiness'
Despite racking up millions of views, the video drew criticism online, with unimpressed users branding the PM a "clown" and calling his everyday-man persona "insufferable". A source told The Times: "No 10 have a very good team that specialise in social media data and analytics. 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."
Minister defends PM's style
However, Home Office minister Anna Turley rushed to defend the PM's informal style, denying he was "too blokey" and insisting his videos are "reaching people". Speaking to LBC radio, she said: "If it's blokey to go to the pub and enjoy football, we're living in the 90s. I enjoyed his video on bar snacks. I think he is very authentic. That's who he is and I think people want to see a politician who is who they are...our communication has gone up substantially in terms of being authentic and reaching people."
Speaking to Times Radio, Turley added: "As someone who likes football and has the occasional pint as well and quite enjoys pub snacks, I've got no problem with his content so far, and it's great to see him out engaging with the public." Burnham's self-filmed clips and frequent mentions of his beloved Everton FC mark a sharp contrast to his predecessor Keir Starmer, who was routinely mocked for his stiff delivery before stepping down.
