Chris Hipkins has announced Labour's 2023 campaign slogan will be "In it for you".
"While I've only been in the job six months, I hope New Zealanders know I'm in it for them and I understand the challenges they're facing," Hipkins said in a statement on Sunday.
"To fix the problems households are experiencing you have to understand them. My upbringing in the Hutt grounded me in the reality of working families with big aspirations and it's those values that drive me every day.
"In this election, I'll be asking New Zealanders for a full term and my own mandate to deliver the change they want to see."
Hipkins is bidding to be re-elected Prime Minister, a job he stepped into after Jacinda Ardern's resignation earlier this year. If successful, it would be his Labour Party's third term at the helm.
His new phrase differs from Ardern's past two election slogans of "Let's keep moving" and "Let's do this".
"I'm in politics to make a difference. This election isn't about what’s best for me but what's best for the country," Hipkins said.
"When I took over as leader I said I wanted to get back to the bread and butter issues facing households. This election will be the first chance for me to fully set out my own agenda for a better future.
"Labour will be running a positive, forward-looking campaign that's focused on cutting inflation, bringing down the cost of living, keeping people and communities safe and investing in education, health and housing."
