In the 1950s, in order to encourage repeat customers, many companies began offering free gifts with purchase or some sort of reward for collecting enough receipts or vouchers for a given product. In France, these types of incentives emerged at the same time as an increase in middle-class consumption. As a result of the depreciated real value of the French franc, buying from domestic companies (like the one advertised in this poster) was also essential as imported goods were simply too expensive for most French citizens. This double-sided poster would have been displayed in a store window or inserted into a newspaper, and was aimed at children, offering free tickets to the circus if they collected ten vouchers from packages of Milliat Frères pasta.