The food manufacturer, Lefevre Utile, in 1897 hired Firmin Bousset to create a poster advertising their biscuits / cookies. "The Little Schoolboy" (French: Petit Ecolier) advertising Lu Lu Biscuits, a line of buttered cookies, was so effective and popular that it helped market these cookies for over 30 years. Etienne Maurice Firmin Bouisset (September 2, 1859 – 19 March 1925) was a French painter, poster artist and printmaker. He was born to a working-class family in the town of Moissac in the Tarn-et-Garonne département in southwestern France.