209 - SMALL POT - LA VACHE QUI RIT - c.1934

SMALL POT - LA VACHE QUI RIT - c.1934 “Based on a design by Benjamin RABIER” Rare, original, domed enamel advertising plaque. 37 x 24 cm. “Émaillerie Alsacienne de Strasbourg” In very fine condition— Features superb, fresh, and vibrant colors, with deep, vivid reds, all enhanced by its original, mirror-like luster, just as it was on the first day. There are only a few subtle, localized chips in the enamel at the corners and along the left edge, which in no way detract from the exceptional quality of this piece. This time, our cheerful cow is stirring a cheese instant soup—“a creation by La Vache Qui Rit.” Launched in 1934 by La Vache qui rit, “La Petite Marmite” is a rare foray by the brand into the world of instant soup, combining meat, vegetables, and melted cheese. Featuring the famous red cow dressed as a cook standing in front of a copper pot, this 1930s advertising campaign had limited circulation. The story begins in Orgelet in the Jura region, where Jules Bel settled at the age of 23 (1865) as a master cheese ripener. He was only 55 years old when, in 1897, he handed the business over to his two sons, Henri and Léon, who were 29 and 19 years old, respectively. The company then became “Bel Frères.” In 1897, the company moved to Lons-le-Saunier, taking advantage of its proximity to the railroad line and the Montmorot saltworks. Henri left the company in 1908, and the firm then took the name “Léon Bel, Gruyère Wholesale.” On April 16, 1921, Léon Bel registered the “La Vache qui rit” trademark. He drew inspiration from the RVF B70 emblem to design a cow with a cheerful expression. Later, Benjamin Rabier would leave his indelible mark on the company. Jura/Bourgogne-Franche-Comté