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Lustucru Premiums
It all began in 1860, when a French company was formed to market Per’ Lustucru noodles. During the 1920s and ’30s this firm was capturing the lion’s share of pasta sales in Franc, due in part to its savvy product packaging, which included an easily identified checkerboard graphic design. Taking its ambitious marketing plan a step further, the company began offering myriad product premiums bearing this trademarked checkerboard pattern. The French housewife would accumulate points by cutting out and saving a portion of the product package. She could then redeem the points for any of a number of utilitarian household and kitchen items.
Square canister sets of painted tin (often referred to as tole canisters) and round enamelware canister sets were especially popular premiums during the 1920s. it’s important to note, however, that as a result of a French law applying a tax to objects carrying a product name, these advertising premiums were devoid of the word Lustucru and the company logo. By the 1930s the law had changed, and the various premiums then available did feature the Lustucru name. In some cases, the items also bore the image of a portly man wearing a top hat and checkered vest and carrying a cane.
The painted tin Lustucru canisters were available with blue-and-cream, red-and-cream, light blue-and-royal blue, and green-and-yellow (very rare) checkerboard designs. The tin canisters are typically square, and complete sets include six pieces in graduated sizes, each lettered for its contents in French: Sucre, Farine, Café, Chicoree, Thé, and Poivre.
Although their vintage French canister sets for the kitchen are some of the hottest collectibles, there were numerous other Lustucru advertising premium made available to customers. Enameled kitchen clocks, trivets, breadbaskets, cookware, coffeepots, measuring pitchers, and milk pails with checkered designs were produced, as well as earthenware mustard pots, china canister sets, coffee grinders, and even kitchen linens. Prices for these various other items often depend on condition, color, and collector demand.
Square canister sets of painted tin (often referred to as tole canisters) and round enamelware canister sets were especially popular premiums during the 1920s. it’s important to note, however, that as a result of a French law applying a tax to objects carrying a product name, these advertising premiums were devoid of the word Lustucru and the company logo. By the 1930s the law had changed, and the various premiums then available did feature the Lustucru name. In some cases, the items also bore the image of a portly man wearing a top hat and checkered vest and carrying a cane.
The painted tin Lustucru canisters were available with blue-and-cream, red-and-cream, light blue-and-royal blue, and green-and-yellow (very rare) checkerboard designs. The tin canisters are typically square, and complete sets include six pieces in graduated sizes, each lettered for its contents in French: Sucre, Farine, Café, Chicoree, Thé, and Poivre.
Although their vintage French canister sets for the kitchen are some of the hottest collectibles, there were numerous other Lustucru advertising premium made available to customers. Enameled kitchen clocks, trivets, breadbaskets, cookware, coffeepots, measuring pitchers, and milk pails with checkered designs were produced, as well as earthenware mustard pots, china canister sets, coffee grinders, and even kitchen linens. Prices for these various other items often depend on condition, color, and collector demand.
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, Apr 19 2007, 1:01 PM EDT
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