Reactions to the Labour Party's 2023 campaign slogan are flooding in - and it didn't take long for some to find a humorous take on the catchphrase.
Party leader Chris Hipkins announced the slogan "In it for you" earlier on Sunday, saying he hoped New Zealanders knew he was "in it for them" and that he understood the challenges they're facing.
"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," he said in a statement.
"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.
But the 2023 slogan isn't sitting well with some people. National Party MP Chris Penk said "In it for you" was a "pretty bold slogan choice for a party wracked by conflict-of-interest schemozzles".
Meanwhile, another found the slogan difficult to remember.
"Was about to make fun of the Labour slogan but can't remember what it is an hour after I first heard it, which is prob much worse," tweeted political commentator Ben Thomas, who is also a former National Party press secretary.
Other users took the opportunity to take a more humorous look at the slogan. One said "In it for you" is "what I say to people on Tinder when I'm trying to convince them to come over to my place".
Another tweeted that "'In it for you' sounds like a Jojo Moyes book title". Moyes is the author of books including Me Before You, The Girl You Left Behind, and The Giver of Stars.
One user even said Labour's slogan reminded them of a moment from The Simpsons where Homer Simpson created a motivational poster of pictures of his daughter Maggie and the phrase "do it for her".
Labour's new slogan differs from Ardern's past two election slogans of "Let's keep moving" and "Let's do this".
Meanwhile, the National Party has emphasised the tagline "Get New Zealand Back on Track" and has toured nationwide with the same branding. And last week, the Green Party launched its campaign manifesto titled "The time is now".
