“Ted Cruz didn’t lose. Our campaign for president lost.”
A rather self-important phrase. It is like he considers himself the movement. An odd thing to say. What would have made more sense would have been “Our movement didn’t lose, Ted Cruz lost a presidential election”.
I think he meant what he said and considers holds an oddly high opinion of himself.
Knowing Cruz’s malignant narcissism, it wouldn’t surprise me if the “our” in the statement “Our campaign for president lost” could have been “America’s” - i.e., “America’s campaign for president lost”.