This charming and humorous 1898 lithographic poster by the artist known as Fernel is a fine example of Belle Époque advertising wit. Published as Plate 154 in the celebrated Les Maîtres de l’Affiche series, it promotes Henri Facq’s chicory coffee, a popular caffeine substitute of the time, produced in Orchies, northern France.
The poster features a comical parade of well-dressed gentlemen, all wearing long yellow coats, black top hats, and identical expressions of resolute enthusiasm. They march forward in uniform rows, clutching canes and presenting an amusing visual metaphor for conformity and satisfaction—clearly implying that everyone of good taste drinks “La Chicorée Bonne Cafetière.”
The slogan at the top shouts with energy: "Achetez!! La Chicorée BONNE CAFETIÈRE", encouraging immediate action from the viewer. The playful caricatures and bold color gradient—from warm red above to soft green below—create an eye-catching and memorable visual, while the typeface balances boldness with simplicity.
Fernel’s composition subtly mocks bourgeois respectability while aligning it with the advertised product, making this both a satire and a successful piece of commercial design. His work fits well within the context of Les Maîtres de l’Affiche, a prestigious collection that gathered the finest poster art of the era in a reduced-size format for collectors and connoisseurs.
Henri Facq’s chicory company was one of many in Orchies—a town famed for its production of roasted chicory root used as a coffee alternative or additive. Chicory was not only economical but also considered a healthful beverage.
This rare original poster is a delightful relic of turn-of-the-century marketing, blending artistry, humor, and cultural commentary. Today, it stands as a collectible testament to the golden age of French lithographic advertising.
Advertising - Gastronomy
The masters of posters Pl.154
Printed by Chaix
Good condition, dirt
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