This article presents an analysis of the role of Francisco Franco in the discourse of the propaganda delivered by the Spanish Trade Union Organisation through its principal medium of communication, the ‘Diario Pueblo’ as well as the union’s other publications, and it covers the period leading up to and including Desarrollismo. The article establishes the features and evolution of Franco’s propaganda image in the context of the national-syndicalist movement, which is set in the context of the reorganisation and adaptation undertaken by the Spanish Trade Union Organisation as well as of the changing socio-economic reality of Spain in the 60s.