After spending a year campaigning as a hardened, uncompromising conservative, Ted Cruz wants voters to see him in a different light.

Cruz’s presidential campaign is embarking on a concerted effort to highlight a more affable version of the fiery Texas Republican. He’s started working the late night talk show circuit, a new forum for the senator, and his wife, Heidi, has also been appearing more often on national TV to present him as a likable figure.

Cruz’s two young daughters, who have already provided occasional comic relief to their dad’s campaign, will be joining the senator on the road frequently. And his team is looking for more opportunities to put Cruz in fun, laid-back settings, like when he joined kids for a matzo-making lesson in New York.

“It’s important for us to show him in more of a lighthearted venue,” said Alice Stewart, Cruz’s communications director. She conceded that voters want more than just a candidate they agree with on policy, adding, “It’s not a secret that voters will vote for someone they like.”