A MAGA congressional candidate in a Kentucky district Donald Trump carried by 15 points in 2024 has quietly rebranded himself just over two months before Election Day.
Ralph Alvarado is running for Congress in Kentucky's 6th Congressional District, which covers Lexington, Richmond and Georgetown, and received the president's "Complete and Total Endorsement," but NBC News reported that he has stripped his campaign website of pro-Trump messaging and a photo of the two men together.
Before the primary, Alvarado's homepage branded him an "AMERICA FIRST FIGHTER," saying, "President Trump needs more allies in Congress to deliver on his bold vision to Make America Great Again. With your help, I will be that fighter," alongside a photo of Alvarado and Trump smiling together, the president flashing a thumbs-up.
That language is gone. Where the site once called Alvarado an "AMERICA FIRST FIGHTER," it now promises "INDEPENDENT LEADERSHIP," according to archived versions reviewed by NBC News.
The Trump paragraph has been replaced with one centered on healthcare: "Healthcare isn't a talking point to me — it's been my life's work. In Congress, I'll work with both parties to fight for affordable healthcare, lower costs, and practical solutions that help Kentucky families."
The photo with Trump was swapped for one of Alvarado alone.
An earlier campaign biography calling Alvarado "one of President Trump's earliest supporters" — citing his 2016 turn as the only Latino speaker backing Trump at that year's convention — has also been scrubbed. All five references to Trump once on the homepage, along with mentions of "America First" and "Make America Great Again," are gone.
A publicly archived snapshot shows the pro-Trump content was still live as of June 9, after Alvarado won his primary, meaning the changes were made once the general-election campaign was already underway. Alvarado's campaign did not respond to requests for comment.
The rebrand comes as Trump's national approval ratings sag amid voter frustration over the economy and the Iran war, creating a difficult environment for Republicans heading into the midterms.
Trump endorsed Alvarado just ahead of the May 19 primary, calling him an "America First Patriot" and "true friend to MAGA" on Truth Social, as he seeks to succeed retiring Rep. Andy Barr, who won the GOP nomination for Senate.
Alvarado faces Democrat Zach Dembo, a former federal prosecutor and Navy JAG officer, in the general election.
The Democratic Congressional Campaign Committee added Dembo to its "red to blue" list last week, signaling the party believes the once-safe seat is now competitive.