A Labour MP has demonstrated the UK's complex economic position using a simple, sugary prop: biscuits. Gordon McKee, the MP for Glasgow South, created a 101-second video that has been viewed more than 3.3 million times on X (formerly Twitter), in which he stacks Marks & Spencer's custard creams and chocolate bourbons to illustrate the nation's debt-to-GDP ratio.
The Viral Shift in Political Messaging
This sweet-toothed economics lesson is part of a growing trend as politicians discover that traditional methods of reaching voters are becoming obsolete. McKee is something of a pioneer within the parliamentary Labour party, being the only known backbencher to have hired a dedicated digital content creator. This investment has paid off with a series of professional, analogy-driven videos designed for virality.
"I feel like I should apologise for having started this!" McKee joked, before emphasising that digital communication is now essential. He targets platforms like Instagram, TikTok, and YouTube Shorts to reach audiences beyond the politically obsessed. His revelation came after visiting a local high school: "I asked how many people read a newspaper every day – one put their hand up. When I asked how many are on Instagram, they all did."
Operation Second Term: Labour's Digital Mobilisation
The Labour leadership is now formally backing this shift. On 21 November, Keir Starmer emailed MPs announcing a "significant investment" in a new digital campaigning training programme. Internally, the party has launched "Operation Second Term", a modernisation drive using social media and a dedicated app called Labour One. The stark rationale is that "the way we campaigned in 2024 won't be how we win again in 2029".
Other MPs are quickly following McKee's lead. Richard Burgon, MP for Leeds East, used 200 packets of Sainsbury's fusilli pasta to visualise £1 billion compared to an average UK salary, garnering nearly 650,000 views. The 106kg pasta mountain was later donated to London food banks. Meanwhile, Loughborough MP and economist Jeevun Sandher produced a James Bond-themed video to explain government bond rates, arguing you must "find a way of being engaging".
Ministers Join the Social Media Fray
The trend is spreading to the government frontbench too. Treasury Exchequer Secretary Dan Tomlinson filmed a casual pre-budget clip heading to Greggs, while AI Minister Kanishka Narayan used his iPhone to discuss tech growth. More senior figures are involved, with Housing Secretary Steve Reed hosting a Reddit 'Ask Me Anything' and Energy Secretary Ed Miliband employing ASMR (autonomous sensory meridian response) to promote an announcement on small nuclear reactors.
A Labour source noted the increased challenge outside of an election campaign: "It's harder when you're not attacking and instead having to defend and make a positive story about something, which is why you've got to be even more creative. It's a difficult skill to learn but it's an absolutely essential one."
The Progressive Communication Challenge
McKee argues the communication hurdle is particularly high for progressives. He points out that right-wing figures like Nigel Farage and Shadow Justice Secretary Robert Jenrick excel at delivering clear, simple narratives online and off. "The task from progressives is to articulate a complex argument that is realistic and ambitious but also real and deliverable – and to do that in an interesting, engaging way," he said.
This wave of biscuit-based budgets and pasta-powered protests signals a fundamental change in the UK's political landscape. As attention spans shorten and media habits fragment, the MPs who can master the art of the viral, digestible explainer may hold the key to connecting with a new generation of voters.
