In government, it was "Let's keep doing this".

As Jacinda Ardern seeks re-election on September 19, her Labour party will campaign with the slogan "Let's keep moving".

With exactly two months until advance voting begins, Ms Ardern has settled on her dreaded three-word catchphrase of choice.

"This election for us is about retaining our momentum," she explained.

"It is about keeping going with the plan for the COVID recovery, response and rebuild we have already started.

"So it made sense to us to ask New Zealanders to keep moving with us."

While slogans have changed, Ms Ardern's pledge to campaign and govern with relentless positivity has not.

Despite the onset of recession and no end in sight to COVID-19's global gloom, Labour insiders say their polling shows more New Zealanders think the country is "on the right track" than not.

That's led to the positive pitch, rather than a scaremongering tone.

At the party congress on Sunday, where Ms Ardern unveiled the slogan, the opposition National party was barely mentioned once.

Ms Ardern said coming up with the slogan was "pretty iterative" and "a team effort".

"Thinking back to the last slogan, we called out and said 'Let's do this' together and now we have started," she said.

"Now is not the time for us to stop, that's why 'Let's keep moving' felt like the natural next step."

This weekend, the Labour party hoardings soon to be erected across the country were also revealed, featuring a smiling Ms Ardern in a red blazer, but no deputy.

In contrast to the opposition's duo of Todd Muller and Nikki Kaye, who appear in tandem in National hoardings with the slogan "Strong Team. More Jobs. Better Economy", Labour's deputy Kelvin Davis is nowhere to be seen.

Ms Ardern she would run a presidential-style campaign that many are predicting.

"No matter where you are in the world that there is only one person who runs for the top job but (I'm doing that) with the support have a strong team," she said.

Finance Minister Grant Robertson had a different answer, yelling over the PM's shoulder, "it's because he'd be a distraction for traffic".

Australian Associated Press