Until Jan. 21, it seemed as if Israeli politicians had weaned themselves off the traditional election campaign visits to farmers markets and tiresome photos with vendors and shoppers. But then the chairman of Kulanu, Moshe Kahlon, arrived at the Mahne Yehuda market in Jerusalem and restored the most hackneyed Israeli election cliches to center stage.

Kahlon, of all people, who does not require a stamp of authenticity and popular appeal, should have skipped the market visit. Accompanied by an organized team of cheerleaders, it was straight out of the '80s. True, he and his Ashkenazi backup, Brig. Gen. (Res.) Yoav Galant and former Israeli Ambassador to Washington Michael Oren, were warmly received and took the opportunity to once again convey the message that they are the real Likud Party, walking in the footsteps of late Prime Minister Menachem Begin. Three decades ago, when such visits were not yet an embarrassing campaign routine, Begin was the most popular politician in the markets.

There was nothing authentic nor surprising about this visit by Kahlon, who has seen a troublesome erosion of his popularity in the polls in recent weeks. The collection of ridiculous moments reminiscent of iconic satirical movie character Sallah Shabati included Galant boasting that his wife was of Moroccan descent, and Oren, just back from his mission to Washington, confessing in his heavy American accent that he "has been coming to this market for 30 years and knows every stall." Even the selfie provided by Galant, of Ashkenazi origin, could not kill the strong element of ethnicity in Kahlon's election campaign at a market where most of the merchants are of Sephardic origin, just as Kahlon is.

The Kulanu Party chairman, a former communications minister whose resume includes economic reform and aspires to replicate his success in other state institutions, would have been better off focusing on real content and his plans for the future. He did start his election campaign this way, but all too quickly got sucked into what looks like an attempt to attract voters by stooping to the lowest common denominator.