1994 French Advertising Poster - Biscuit Lu, Le Petit Ecolier

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Date: 1994
Size: 27.5 x 39.5 inches
Artist: Anonymous

About the Poster: "Les Petits Lu" ("The Little Lu's") is a … Read more Date: 1994
Size: 27.5 x 39.5 inches
Artist: Anonymous

About the Poster: "Les Petits Lu" ("The Little Lu's") is a moniker for their trademark "Petit-Beurre" shortbread biscuits, best known in France but that has become an international success. One of the most famous slogans of Petit-Beurre is “Four ears and forty eight teeth,” in reference to their rectangular shape and ridged edges.

Lefèvre-Utile was founded in Nantes, France, in 1846 by Jean-Romain Lefèvre and his business partner and wife, Pauline-Isabelle Utile. Their initials (LU) were first used by Alfons Mucha for an 1897 calendar ad for the Lefèvre-Utile Biscuit Co. That same year the company hired Firmin Bouisset to create a poster for their rectangular-shaped crested biscuits. Bouisset created Petit Écolier ("the Little Schoolboy") which also incorporated the LU initials. Bouisset's poster was used extensively and the image was embossed on the company's Petit Beurre line of biscuits. Within a few years, the success of the logo resulted in the company becoming known as LU. (Notwithstanding the humble beginnings of LU, the company, now owned by a large multi-national, sells in excess of $2 billion USD every year - that's a whole lot of cookies!)

Poster is in very good condition and ready to frame. See less