Churchill linked to Tories. Shock. Horror. Well, according to reports last week, the Conservative Party is trying to attract new members by offering incentives to major blue chip brands.

And who has it done a deal with? Churchill Insurance. A natural fit, as old Winnie was one of its greatest leaders. And the insurer's founder Martin Long is a huge fan of the wartime leader.

But a Churchill spokeswoman was quick to downplay the association.

"This is an affinity scheme we offer to all major political parties, including Labour and the Lib Dems, charities and associations.

"If you remember, Churchill was not always a Tory."