Pierre Poilievre and his Conservative Party are leaning into their top issue heading into Christmas.

It also happens to be the one voters say is the most important to them at the moment – the cost of living.

From now until Christmas Eve, expect to see an online ad from the Conservative Party talking about rising prices and the need to choose hope.

“After 10 years of liberals, Canadian Christmases have grown dimmer. Grocery bills have doubled. Parents and seniors are stunned at the checkout. Dinner tables are emptier, and over two million Canadians now turn to food banks just to get by,” the ad says as a sombre version of Jingle Bells plays in the background.

After talking about the sacrifices Canadians are making due to sky high cost, the ad pivots.

“This heartbreak isn’t normal, and it doesn’t have to continue to be this way. Only the Conservatives have a plan to make life affordable again so families can enjoy a brighter Christmas and a better year ahead this holiday, choose hope,” the ad says.

It’s odd to see a campaign-style ad when there is no election on the horizon and at a time when the Conservatives are mainly facing questions about