David Cameron’s initially tentative advances into Labour territory are turning into a full-scale charge. The philosophy set out by the Conservative leader on Monday, putting “social value” at the heart of government, might seem counter-intuitive for a party that once championed monetarism and denied the very existence of society.

But Mr Cameron is cannily reaching out to the two constituencies whose support he needs to win power. His lauding of the “national treasures” of the landscape and rural life will appeal to the Tory core vote. Coating this message with compassionate conservatism, by presenting localism as a lever to strengthen society, should help to reassure floating voters scared by his party’s previous “nasty” image.