Mikie Sherrill secures victory in New Jersey Democratic primary for governor.

In a highly contested Democratic primary for governor, U.S. Representative Mikie Sherrill has emerged as a leading candidate by forming a broad statewide coalition that extends from the northern reaches of New Jersey down to Cape May. Sherrill, noted for her four terms in Congress and being the only woman in the race, managed to secure approximately one-third of the Democratic vote among six candidates, amassing more than 100,000 votes and finishing 13 percentage points ahead of her nearest rival, Newark Mayor Ras Baraka. Baraka’s support was hampered by a split in the progressive vote, which also included Jersey City Mayor Steven Fulop, who finished third.

The Democratic primary saw a surge in voter turnout, with over 270,000 more votes cast than in 2017, when incumbent Governor Phil Murphy faced a contested primary. Though Sherrill entered the race last, she was long seen as a frontrunner. The decisive nature of her victory—declared shortly after polls closed—took many analysts by surprise, as they anticipated a closer contest.

Less than a month before the primary, pollster Patrick Murray indicated that undecided voters represented a significant portion of the electorate, with Sherrill in a “distant second.” However, her campaign strategy and timely messaging led to broader recognition as the election approached. Sherrill secured victories across 15 of the state’s 21 counties, outpacing her opponents in statewide appeal, despite facing challenges in southern regions like Camden County, where her margin of victory was narrow, and in Gloucester, Salem, and Cumberland Counties, where she did not fare as well.

Sherrill’s campaign effectively capitalized on her background as a Navy veteran, former federal prosecutor, and mother of four, which resonated with voters. Feedback from attendees at her events highlighted a preference for a female candidate with military experience. Although she waited until April to invest in television advertising while others had started much earlier, this approach ultimately proved effective.

In the lead-up to the election, Sherrill’s campaign was characterized by strategic resource allocation, allowing her to have a significant spending advantage in the final week. By the close of May, her campaign had raised .4 million and spent .5 million, aligning financially with other top contenders. Comparatively, the super PAC supporting her spent under million, in stark contrast to the nearly million backing other candidates, such as Sean Spiller.

Sherrill drawn support from numerous county committees, critical for building her campaign infrastructure, and managed to activate nearly 2,000 volunteers. While she gained ground in key areas, she also encountered losses in counties with prior endorsements for her candidacy. As she looks toward the general election, Sherrill’s ability to unite voters across various demographics may define her path forward in a state with a vibrant electoral history.

Additionally, her use of media and alternative platforms, including appearances on cable news and social media engagements, has helped to broaden her reach amidst a crowded field. Overall, her campaign strategy reflects a dynamic blend of traditional and modern election tactics preparing her for the next stage of the gubernatorial race in New Jersey.