The campaign will be on leaders...it's been going that way for years and we have that horrible Americal presidential feel about our GEs now.
More broady though on this appeal to normal people: it's going to be a massive strain on tribal loyalties in may northern vote Leave areas. The Lp face a moment of truth there. But, IMO, when an election gets going and lasts 5 weeks or so, the Brexit issue will be vying for attention with more basic bread and butter issues over public spending and who the public trusts to spend cash to get the country back up and running again after 9 years of Tory austerity. Johnson knows that and it's why he's been advised to go all out the last few weeks promising to open up the purse strings, for the north and midlands especially. Personally I think that appeal falls on deaf ears; most people who vote Labour aren't going to risk trusting the Tory Party run by this feller to come through on their promises...he's already know as a liar on so many other occasions in any case, so there's evidence to back up those fears.
In short: I dont think the Tory strategy (and Brexit Party strategy for that matter) to take swathes of constituencies from Labour is going to be half as successful as they hope.