In a campaign-style speech this weekend, NDP leader Tom Mulcair took aim not at the government, but at the leader of the third party instead.
In particular, Mulcair took shots of a decidedly personal nature at Justin Trudeau's efforts to win over the middle class.
"The problem is, Justin Trudeau will never know what 'middle class' means," Mulcair said told the NDP's Federal Council in Ottawa Sunday. "He just doesn't understand the real challenges families are facing."
The NDP leader then went on to remind his audience, again, that he was raised in a family of 10 children. He told them had a paper route when he was 10, to help out.
It was was clearly an attempt to paint a contrast to Trudeau, the son of former prime minister Pierre Elliott Trudeau who enjoyed an affluent upbringing.
The battle for the middle class vote is seen as crucial in the next federal election, expected in October, 2015.
All three parties are already trying to stake their claim for this demographic.
In his speech to the party faithful Sunday, Mulcair reiterated the NDP's promises on increased funding for post-secondary education and keeping the age of eligibility at 65 for Old Age Security.
There was a time when Mulcair focused his criticism solely on the governing conservatives.
But with the Liberals leading in the polls for weeks now, clearly the focus is changing.
Even when asked about the Quebec provincial election, Mulcair pointed out he is the only federal leader eligible to vote, unlike Trudeau.
Liberal staff will only say their leader has moved his family to Ottawa to spend more time with them.
The party also announced this weekend that Anne McGrath would succeed Nathan Rotman as National Directory. McGrath served as chief of staff to late leader Jack Layton and returned to the NDP last fall to help in pre-election planning.
To further show his party is getting ready for for 2015, Mulcair announced two MPs will co-chair the election campaign — Quebec's Alexandre Boulerice and B.C.'s Jean Crowder.
As well, former party president Rebecca Blaikie will be the campaign director in Quebec.
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