It all went horribly wrong for Chris Bryant today. The Labour shadow spokesman thought he had Tesco and Next by the testimonials only to see the issue of "cheap Labour" take on quite a different connotation.
Poor homework over the location of distribution centres and a soft-racist undertone laid the party open to justified allegations of jingoism. Grass-roots activists in the named locations are said to be in despair at the ham-fisted handling of what was supposed to be a social justice issue. What they have been saddled with instead is a knee-jerk response sparked by falling poll standings and UKIP's rising popularity.
Over the weekend, fellow shadow minister Andy Burnham said the Labour should be loudly shouting about its policies. In Bryant's case however the best approach now would be to shut up.