A top political communications expert has given the Labour Party a four out of ten for its new campaign slogan, describing it as "not particularly imaginative".
Over the weekend, Prime Minister Jacinda Ardern appeared via Facebook video to announce the party's messaging during this year's general election would be 'Let's Keep Moving'.
But Claire Robinson, a Professor of Communications Design at Massey University and author of Promises Promises: 80 Years of Wooing New Zealand Voters, says it hasn't bowled her over.
"Let's Do This was a little more interesting, but Let's Keep Moving? Of course they should be moving - they're the Government, they have to be doing things," she told Magic Talk on Monday afternoon.
"I'm not bowled over, but on the other hand, it's pretty standard as far as political parties' [slogans] are concerned."
Prof Robinson, who has studied political messaging extensively, says it's a common theme for parties wanting to consolidate ahead of a potential second term in power.
"They've been using variations of this slogan for up to 80 years," she said, citing Labour's 1963 slogan Let's Get Cracking and National's 1993 Let's Just Get On With The Job campaign as examples.
"It tends to be a slogan parties use after their first term as if they've started this project and they want us to continue with it - 'stay the course', 'we're halfway there', 'keep going'.
"They have to be so short these days - three words that can fit on an Instagram image."
How important is a slogan, really?
The National Party - Labour's biggest threat at this year's election - is yet to come up with an official slogan, with billboards emblazoned with the phrase 'Strong Team. More Jobs. Better Economy' the closest they've come to one.
Prof Robinson argues slogans alone aren't really enough to make Kiwis vote for them anyway, as they're only effective as part of a wider campaign package.
"It's the ads, it's the Instagrams, it's the Facebooks, it's the billboards - and it's really going to be [about] who's out there the most," she explained.
"The simpler they are, the more people will associate them with the party. Every time you drive down the road and see the words 'let's keep moving' - as long as it's on constant repeat - you're going to think Labour.
"It's just about getting things running in your head. But in terms of making people vote for you? No, they're not going to make people vote. It's just about keeping Labour and the brand in the forefront of your mind."
The campaign slogans that broke the mould
Prof Robinson says on the whole, New Zealand has a history of political slogans that are "not particularly imaginative".
"[Our slogans are] always around movement, or trust or the future," she said.
However there are some that broke the mould - for good and bad. Prof Robinson's favourite is the Labour Party's 'It's Time' slogan from its 1972 campaign.
"It had so many meanings - it's time for Labour, it's time for Norman Kirk, it's time for a change," Prof Robinson explained.
"It was really good, and it was actually one of the best campaigns [too]. Mind you, we'd had four terms of a National Government by then, so it was definitely time for a change."
But there are some others that came out of left field that didn't quite hit the mark, she said.
The Green Party's 'For a Richer New Zealand' slogan in 2011 was one example of messaging that was "so out of character" - although it did help them achieve a record share of the votes that year.
In 1984, the National Party's 'New Zealand, you're winning' slogan ended up being a somewhat misguided, given rivals Labour ran away with that election easily.
