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But note the "to deliver change" in the Budget strapline as an add on - a sign - that the chancellor is under pressure to spell out what the point of tax rises are, what the merits of squeezing some spending is.

The strapline of the Budget will be “fixing the foundations to deliver change” - not exactly the snappiest slogan in history.

‘We were like, ‘Hang on, that’s the Tuborg strapline.

"Invasive alien birds" sounds like the strapline to a scary Hollywood blockbuster but for the people of coastal Kenya it is not a matter of fiction.

In early December, Aldi ran a four-page wraparound newspaper ad with the strapline: "The home of Britain's cheapest Christmas dinner. Why go anywhere else?"