So Mike Huckabee is “formally announcing his second presidential candidacy this morning from his rather famous home town of Hope, Arkansas. He’s not generally thought to be a threat to win the nomination, partly because his poll ratings in an incredibly crowded field aren’t that impressive, partly because he’s notoriously poor at fundraising, and partly because he has pre-alienated important elements of the Republican Establishment (Grover Norquist) and the conservative movement (the Club for Growth). His other problem is that having won Iowa in 2008, his expectations there are so high that if he fails to win again he may get written off before he reaches the Deep South primaries where he might be able to live off the fat of the land.

More fundamentally (pun intended), Huck’s natural base among white conservative evangelicals is no longer where it was in 2008, when it all but belonged to him after he disposed of Sam Brownback at the Ames Straw Poll. As they recently showed at Ralph Reed’s Iowa cattle call, nearly the entire gigantic 2016 field knows how to pitch the Christian Right, and many of the candidates–viz. Ted Cruz, Scott Walker, Ben Carson, Rick Perry, Rick Santorum, Bobby Jindal and potentially even Jeb Bush–have credentials for appealing to that constituency which rival Huck’s.

What he could bring to the table, however, is sort of a full-spectrum conservative white working class message that transcends the usual cultural issues and spits fire at Republican as well as Democratic elites. He tried that to some extent in 2008, though his “populism” was more rhetorical than substantive. This time around, though, Huck’s laid down two markers directly across the class lines that divide rank-and-file Republicans on the rare occasions their leaders are challenged on them: trade and “entitlement reform.”

Last month in Iowa, Huck attacked free trade agreements with China for depressing U.S. wages, and argued “globalists” had too much power in the GOP. With the Trans-Pacific Partnership drawing a lot of attention right now, it will be interesting to see if Huckabee mentions this topic again in his campaign launch.

Huck got more attention earlier this month for letting it be known he opposed any “entitlement reform” plans that modified Social Security or Medicare for people already paying payroll taxes into the systems for those two programs–in other words, grandfathering current retirees or those very close to retirement, as Paul Ryan’s Medicare proposals do, isn’t enough in Huck’s view. This was taken as an attack on Chris Christie, who had made means-testing of Social Security and Medicare a signature initiative for his doomed proto-candidacy. But Jeb Bush came out about the same time for an increase in the retirement age, and nearly all the GOP candidates have embraced “entitlement reform” in one form or another, if only via serial endorsements of serial Ryan Budgets.

The thing is, “entitlement reform” is very unpopular, not least among white working class voters. So it is the perfect subject for a would-be “populist” conservative.

Huckabee may have competition for this working man’s wingnut approach, notably from the man who inherited a lot of Huck’s 2008 supporters in 2012: Rick Santorum. Santo’s angle seems to be focused on immigration policy rather than trade and entitlements, however. If Huck continues to cover his flanks on immigration by repudiating his earlier openness to comprehensive reform, I think he’s got the broader and more evocative pitch. Even if it doesn’t elevate him into the top tier along with Bush, Walker and Rubio, it will get their attention, and may very well have an impact on Republican fiscal and economic policy.

I said in a piece in the latest issue of WaMo that Huck had more or less appropriated the savage appeal of Sarah Palin, at least in his pre-campaign book, God, Guns, Grits and Gravy. That book is chock full of anti-elite resentment, and implicitly offers Huck’s campaign as an instrument of vengeance for the same kind of working-class conservative activists who lick envelopes for the anti-choice movement, pay attention to Glenn Beck, laugh at the tired jokes about God not creating “Adam and Steve”–and have to worry about their own jobs and retirements and health care.

I don’t know that there’s enough distinctive appeal there to offset Huck’s other handicaps, and other candidates will poach on the same turf. But I wouldn’t write him off just yet.

Ed Kilgore

Ed Kilgore is a political columnist for New York and managing editor at the Democratic Strategist website. He was a contributing writer at the Washington Monthly from January 2012 until November 2015, and was the principal contributor to the Political Animal blog.