A branded grocery tote has gone viral, providing a rare moment of levity at congressional impeachment-related meetings and serving as a reminder of the power and potential reach of promotional products.

The famous tote belongs to lawyer Steve Castor. When the Republican counsel came to testify before the House Judiciary Committee this week in Washington, D.C., he arrived carrying his binders and other materials in a reusable tote bag branded to The Fresh Market – a chain of gourmet supermarkets based in North Carolina.

Castor was among the attorneys laying out a case against having hearings that could, potentially, lead to the impeachment of President Donald Trump. While that’s no laughing matter, Castor’s tote apparently provided some chuckles for attending reporters, who shared images and light-hearted jibes on social media.

Steve Castor saved five cents bringing his own bag to the impeachment binder store pic.twitter.com/9ZmB5JD4xO

— Jim Newell (@jim_newell) December 9, 2019

As it happened, there was something very human and relatable about Castor’s tote, and the internet ran with it. Suddenly, the tote was everywhere on social. Soon known as “The Fresh Market Briefcase,” the tote got its own hashtag: #TFMBriefcase. News outlets ranging from CNN to U.K. publications like The Daily Mail reported on the tote.

#TFMBriefcase has made it across the pond!

GOP impeachment attorney brings papers to hearing in supermarket bag https://t.co/uUxv0IaaUe via @MailOnline

— The Fresh Market (@TheFreshMarket) December 10, 2019

The Fresh Market wisely embraced the attention:

We'd like to announce that we are the official briefcase maker of Steve Castor. 😜

You can fill your briefcase up with files or yummy food (our preference).

Mention hashtag #TFMBriefcase over the next 24 hours in-store to get your own briefcase for free (aka reusable bag!) 💚 pic.twitter.com/Ugt45OpltS

— The Fresh Market (@TheFreshMarket) December 9, 2019

Interviewed about the tote, Castor sang its praises:

#TFMBriefcase https://t.co/3aflg8W7za

— The Fresh Market (@TheFreshMarket) December 10, 2019

The Fresh Market assured folks there wasn’t any behind-the-scenes maneuvering to get Castor to take his tote with him to hearings.

ALMOST! But not quite 😘 https://t.co/H8zooN9ioO

— The Fresh Market (@TheFreshMarket) December 10, 2019

Social media continued to buzz about the #TFMBriefcase.

Have today's lunch in my new #TFMBriefcase: chicken salad croissant and a strawberry-kiwi fruit salad. Yum! Thank you @TheFreshMarket 💕 pic.twitter.com/HxSjJSPfnt

— PoliticalSis ⚛♻️🌊🔬🗽📎 (@MelanieInMiami) December 10, 2019

Still looking for gifts for your #LawSchool grad? The #TFMBriefcase is perfect for the work/life balance we all seek. Need more room for your #AppellateTwitter briefs? The TFMBriefcase can hold your briefs AND some bubbly to celebrate after oral arguments. #LawTwitter https://t.co/PB2HCnvnYc

— Sara Hawkins (@SaraFHawkins) December 10, 2019

FAVORITE TWEET (our holiday dinner is freakin' delicious!) https://t.co/FFW2pRjJ5K

— The Fresh Market (@TheFreshMarket) December 10, 2019

Ultimately, the Castor tote provides another testimony to the value of promotional products. By putting tangible logoed items into circulation, brands get their names and messages out there for the public to see – and at a cost per impression that can be as low as 1/10 of one cent. Every now and then, you can strike pay dirt with promotional products, as The Fresh Market did. Of course, you can’t do that if you’re not investing in promo. That, perhaps, is a point to make with skeptical prospects and other naysayers.

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