Brigg people are currently receiving free cloth shopping bags - hand-delivered to their properties.
They carry the wording LOVE BRIGG - Historic Market Town, Lincolnshire.
An accompany letter from the Town Council explains that the aims include encouraging people to 'Shop Local' and reducing the use of throw-away plastic bags. These cloth gifts (with handles) can be used again and again.
Town Mayor Coun Sharon Riggall says the importance of helping the environment and local businesses led the council to work with local traders and secure funding for the bags.
"We are encouraging residents to rid the town of single use plastics, whilst promoting our lovely market town and supporting all local independent businesses," she adds. "Please use the bag and keep supporting our town."
One bag is being delivered "to every accessible home."
Brigg Town Business Partnership, representing traders, uses the hashtag #lovebrigg in its promotional literature and online. Others include #visitbrigg #shoplocal and #briggforbusiness .
Some of the new Brigg bags were delivered to households in time to be used while shopping on Saturday's farmers' market (May 22) when, fortunately, there was fair weather in the morning rather than rain which would have affected the attendance.
Many people on Saturday stopped to watch dancing to swing-style music outside Shipley's Curiosities on Wrawby Street. A group of enthusiasts demonstrated their talents.
There have been some comments about the length of the straps on the free cotton bags. We think the bags are dual purpose; you can carry them by hand or (because of the length of the straps) put them over the shoulder.