I read an article in an american scientific journal about conditioning people through small steps. It was aimed at Trump, and his way of dealing with immigrants. You mistreat them a bit, wait until that becomes the norm, then increase the cruelty a little. You then repeat this process until it's OK to gas muslim kids. The case study they used was 1930's Germany.
This will be why the tories have started small. You will notice in the article, the headline includes, "Man of the people?" and Sir Kier". I would imagine, the idea is you question whether he is a man of the people, then use his title to answer that question. How can he be a man of the people if he is knighted?
Media campaigns are incredibly sofisticated, and that is why they work. You have to disable their relevance and accuracy by addressing them head on, and countering them.
I would have thought the government would have more to concentrate on given the electorate are dying, than smearing the opposition leader, with what is, after all, not even a story.