Well that's what it looks like to me:
Carl Battersby, director of environment and development services at Rotherham Council, told the BBC the idea to arrange the loan came after suggestions from its welfare reform steering group.
"We're trying to do the best for our local people," said Mr Battersby.
"Clearly we're not quite sure what the demand and take-up will be but we think it's the right thing to do to help some of the most vulnerable people."
He added: "People are struggling to meet the cost of basic items, food being one of them. As a council we wanted to do something positive."
The vouchers can only be redeemed at Pak supermarket in Rotherham until 11 January and exclude cigarettes and alcohol.
For sure all the campaigners against evil loans sharks and other such demons will see this as the action of a wonderful caring council. Indeed that's how the BBC reports it:
Struggling families in South Yorkshire are being offered help with their food bills through Christmas in a bid to stop people borrowing from loan sharks
But why just the one supermarket - and not even one anyone has heard of? Why not just give cash loans? It wouldn't be that cigarettes and alcohol bit would it!
Put simply this is an atrocious use of public money - bordering on malfeasance.
And 'the-man-who-would-be-MP' seems to get on well with this supermarket!