This circa 1930 original poster, created d'après Firmin Bouisset, promotes the famous LU Biscuits Lefèvre-Utile, one of France's most iconic biscuit brands. Bouisset, known for his charming and nostalgic advertising illustrations, captures the innocence of childhood and the timeless appeal of Petit-Beurre LU biscuits in this beautifully detailed artwork.
The poster features a young boy dressed in a school uniform, complete with a red-lined cape and a medal of honor, symbolizing both pride and tradition. He holds a wicker basket marked "LU" while enjoying a delicious Petit-Beurre biscuit, reinforcing the brand’s association with quality, family, and everyday enjoyment. Behind him, a large biscuit serves as a backdrop, subtly emphasizing the product’s distinctive shape and embossed lettering.
Firmin Bouisset (1859–1925) was a celebrated French illustrator who became famous for his advertising work, particularly for LU Biscuits and Chocolat Menier. His posters often depicted children enjoying the product, a strategy that successfully evoked warmth, nostalgia, and consumer trust. His designs became enduring symbols of French advertising art, with some still recognizable today.
Founded in 1846 in Nantes, Lefèvre-Utile (LU) became a leader in French biscuit production, creating iconic products like the Petit-Beurre, Paille d’Or, and Prince. Their advertising campaigns played a crucial role in establishing LU as a household name, blending high-quality product design with memorable and artistic visual storytelling.
This vintage poster is a perfect example of early 20th-century advertising, where art and commerce merged to create visually striking and emotionally engaging promotional pieces.
Gastronomy - Advertising
Printed by Daude Frères in Paris
Very good condition
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