The former US senator has built her campaign on a pitch of “Don’t Mass. Up New Hampshire,” a derogatory nod to Massachusetts’ reputation as a tax-and-spend state, implying it’s a “model” Craig wants to emulate. Craig disputes that, saying she opposes an income or sales tax for New Hampshire, though does support keeping a tax on interest and dividends that’s scheduled to phase out in January.

But Craig has offered Ayotte’s campaign regular fodder in her public embrace of Massachusetts Governor Maura Healey. Healey has repeatedly appeared alongside, fund-raised with, and stumped for Craig, even following her across the country last month to raise money in Berkeley, Calif.

Just this week, Healey campaigned twice with Craig in the span of three days, with plans to return Saturday to Hanover and Dover.

The criticism of the Commonwealth — and Healey’s repeated visits north in spite of it — has at times created an uncomfortable narrative for Craig and Healey, who’ve appeared to try to justify Healey’s presence on the campaign trail.

“At the end of the day, we are all New Englanders, and we’re all Americans, we’re all playing for the same team,” Healey said Tuesday while she rallied volunteers at a canvassing kickoff for Craig in Manchester, N.H.

Healey touted Craig as a protector of abortion rights who would stand up to former president Donald Trump, should he be elected. She also pointedly noted she is a New Hampshire native — growing up in Hampton Falls and graduating from Winnacunnet High School — and that her mother, Tracy Healey-Beattie, still lives in the state.

“I get to see my mom a lot more,” she joked of campaigning there.

Standing side-by-side with Healey and other elected officials in Manchester, Craig said Ayotte’s messaging about Massachusetts’ influence on New Hampshire “is wrong,” and characterized it as a divisive tactic “pitting one community against another.” Craig recalled a recent campaign stop in Conway, N.H., where she claimed business owners told her Massachusetts residents would sometimes come in wondering if they were still welcome to visit.

“New Hampshire is a small part of New England,” Craig said. “We shouldn’t be making enemies.”

Her regular appearances with Healey have nonetheless put Craig on the defensive. During a debate hosted by New Hampshire Public Radio last week, moderator Josh Rogers pressed Craig on her repeated appearances with Healey, asking what voters should take from her choosing to “spend day upon day after day” with the Massachusetts governor.

Nothing, Craig replied.

Healey “is a friend of mine, you know, just like other people have friends from out of state,” said Craig, who called herself a fourth-generation New Hampshire resident. “I haven’t spent an excessive amount of time with her. It has nothing to do with who I am, or what I’m running for.”

Ayotte seized on the appearance, writing in a Wednesday post on X that Craig and Healey campaigning together was “otherwise known as a day that ends in ‘y’.” Her campaign then included a slideshow of photos of the two campaigning together set to the tune of the Randy Newman song, “You’ve Got a Friend in Me.”

Massachusetts is not a novel foil for New Hampshire. About one-third of New Hampshire GOP primary voters said last year they believed too many Massachusetts residents were moving to their side of the border, with some bristling at the idea of them importing more progressive viewpoints. “Don’t . . . bring your liberal [expletive] to my state,” one told the Globe at the time.

To be sure, the states share some economic similarities — and frankly people, too. Roughly 82,000 New Hampshire residents make the commute to Massachusetts for work, according to state records. New Hampshire has a lower unemployment rate than Massachusetts and both states have a median household income above the national average, though the Bay State skews higher.

For some New Hampshire voters, Ayotte’s message has resonated. Angela Johnson, a 50-year-old independent backing Ayotte, said the anti-Massachusetts pitch is rooted in taxes. Unlike Massachusetts, New Hampshire has no tax on income, sales, or estates. However, New Hampshire has the second-highest property tax rate in the country, according to the right-leaning think tank the Pioneer Institute.

“We want ‘Live free or die,’” she told the Globe at a fair in Fryeburg, Maine, on the New Hampshire border, referring to the New Hampshire state motto. A resident of Milan in Coös County, Johnson said those living in the state’s north country would feel the pain of any tax increase. Craig “has got some big city ideas that won’t fit in the North Country.”

Still, Ayotte is running to govern a state where more than half of the residents were born elsewhere. Fergus Cullen, a Republican strategist in New Hampshire and an Ayotte supporter, said given that, he’s surprised she continues to use Massachusetts as a proxy.

“I don’t know who it appeals to, I really don’t,” he said. “It doesn’t seem to me to be her strongest argument.” Emphasizing as she has in some ads that she’s a natural successor to Chris Sununu, the state’s popular outgoing four-term Republican governor, is more powerful, he said.

(To be fair, Sununu rarely passed up a chance to jab at Massachusetts, too.)

Others are also mystified at Ayotte casting Massachusetts as the villain. At a visit to a Caribbean restaurant in Manchester Tuesday, Pat Long, a Democrat and 18-year veteran of the New Hampshire House, stood in the back of the restaurant as he watched Craig and Healey address a small crowd and hand out “Latinos con Joyce” campaign signs.

Long, who is currently running for state Senate, said Ayotte’s jabs at Massachusetts don’t make sense for people, like himself, who envy Massachusetts’ strong education system, among other strengths.

“I’d be proud to be walking around with Maura Healey. She’s done some great things in Mass.,” Long said. “New Hampshire needs a little taste of that.”

K.J. Ames, a 73-year-old Republican from Claremont, said the migration of people into New Hampshire, particularly during the pandemic, means the state is “already Massachusetts. And New Jersey. And Philadelphia.”

“A lot of people moved in,” he told the Globe in Fryeburg. But Ames said he couldn’t vote for Ayotte for another reason: “She stood for Trump. And if there’s a baby in the bathwater, I’m sorry, it’s gone.”

That leaves Craig, who “may be a little too liberal for my blood, but I’ll give her a chance,” Ames said.

Plus, he added: “She’s only governor for two years.”

Samantha J. Gross can be reached at samantha.gross@globe.com. Follow her @samanthajgross. Matt Stout can be reached at matt.stout@globe.com. Follow him @mattpstout.