This drawing by Charles M. Schulz is offered at Bonhams's Modern Pictures sale in Knightsbridge one week from now on July 19. But what exactly is it? The lot description offers no help. At first the strong vertical shape led me to suppose it was greeting card art, but that was because I didn't recognize the very prominent name of the product: Butternut Bread!
Yes, it's advertising art, and Butternut Bread is the brand. Butternut is an enriched white bread. Charles M. Schulz participated in the Butternut Bread advertising campaign from approximately 1967 to 1969, according to Illustration House. A surprisingly wide variety of images from this campaign are available online and are reproduced below, including some rough drawings that may or may not have been developed further. In general, prices for this advertising campaign's original artwork have remained much more affordable than the highly sought-after comic strips, allowing some collectors who don't themselves manage hedge funds nevertheless to buy a piece of original Sparky art.
What about Linus's wordy speech? It seems a bit off, a not-quite-right attempt at a sort of sentimental nostalgia for home-baked bread lovingly prepared by a great great grandmother who is not so much forgotten as never known. I think Schulz uses the great great grandmother to deliberately avoid the issue of a child having to deal with a lost loved one, trying to get just the nostalgic sentiment without the sense of loss. OK, it's probably not worth thinking about too much. I don't know whether this was actually used in any printed advertising, but since it's a finished ink drawing rather than a preliminary pencil sketch proposal, I would guess that it was.
With an ad campaign from over forty years ago, one might expect to find scattered examples of the ads and little original artwork, much of it being lost or else in far-flung private collections. But in the case of this Butternut Bread campaign, the opposite applies. Original campaign artwork and even rough drawings are all over the web. The original ads are nowhere to be seen, but there's a bit of promotional material here and there.
(I have found, as of September 27, 2013 two printed packages that correspond to three pieces of original artwork shown below!)
Here's a great example of how the internet has changed everything: because the original artwork came to light fairly recently, much of it is available online, precisely the opposite of what you might ordinarily expect. The printed advertising from the late 1960's, on the other hand, has long been scattered and only a few pieces have been scanned or photographed so far despite the widespread interest in
Peanuts. The art that I copied for this post, when it's dated, first appears around 2004. I suspect that it all came from one source, Illustration House, which held a Peanuts Mania II sale in May of 2000 and a Peanuts Mania III sale in July of 2001. Obviously there was at least one sale prior to this, and maybe some later ones too. I don't have the catalogues, but if I were searching for the modern origins of this Butternut Bread art, I would start here.
One of my personal pet peeves is how quick auction houses and galleries are to remove past auction catalogues and corresponding sales results from the internet. A great deal of research, even scholarship, goes into putting together many great sales catalogues, but a lot of this information quickly disappears as room is given over to the newer, current stuff. We hear a lot about how relatively inexpensive data storage has become. That may be true, but there is still some expense involved and there is probably little incentive for auction houses to provide reliable, searchable archiving of past sales. Clearly this is a topic for another day. For now, let's take a look at some of the promotional and advertising art that Charles Schulz produced for Butternut Bread and related brands.
More original Schulz artwork for Butternut Bread:
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Chef Charlie Brown posted by owner Brian Peck on the Comic Art Fans page in 2009
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"Butternut Bread is entertaining!"
A pen and ink advertisement for Butternut Bread by Charles M. Schulz (1922 to 2000). With Linus tossing bread into a hat. Circa 1967 to 1969. Signed lower left. Illustration House.
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"Eating Butternut Bread will help you to get better marks in lunch!"
A
pen and in drawing by Charles M. Schulz, (American, 1922 to 2000),
signed lower right; Charlie Brown enjoys his sandwich at recess.
Advertisement for Butternut Bread. Illustration House.
Image added November 11, 2012.
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"Eating Enriched Bread will help you to get better marks in lunch!"
Now it is clear how these tall drawings were used: directly on Butternut Bread wrappers! Compare the original drawing above. Note the unexpected substitution of the word enriched for the brand name Butternut.
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"A Butternut Bread crust is an instant head-band!"
A pen and ink advertisement for Butternut Bread by Charles M. Schulz (1922 to 2000). With Linus having a slice of bread on his head. Signed lower left. Circa 1967 to 1969. Illustration House.
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A pen and ink advertisement by Charles M. Schulz, (American, 1922-2000), signed lower right, Linus using Butternut bread as earmuffs. "Butternut Bread keeps your ears warm." Illustration House.
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A pen and ink advertisement for Butternut Bread by Charles M. Schulz (1922 to 2000). With Linus eating a peanut butter sandwich. Signed lower left. Circa 1967 to 1969. Illustration House.
Image added January 15, 2012
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"Birds love crumbs of Butternut Bread."--Linus
A pen and ink advertisement by
Charles M. Schulz (American, 1922 to 2000), [Linus with feeding birds.] Dolly Madison Cakes or Butternut Bread, 1967-69. Illustration House.
Image added November 9, 2012
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| A pen and ink advertisment by
Charles M. Schulz, (American, 1922 to 2000). signed lower left, Linus
holding his stomach, tongue protruding. "I was wrong.. Marshmallows
taste terrible on Butternut Bread". Butternut Bread, 1967-69. Illustration House. |
Image added November 10, 2012
http://www.prices4antiques.com/works-on-paper/cartoons-comics/Schulz-Charles-M-Pen-Ink-signed-Linus-Holds-Stomach-A063432.htm
| Granted, the above is probably not your typical advertising copy. |
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A pen and ink drawing by Charles M. Schulz, (American, 1922-2000) signed lower left, advertisement for Butternut Bread depicting a baseball catcher reveals his secret for handling the fastball. Illustration House.
A baseball catcher? His name is Schroeder!
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A pen and ink cartoon by Charles M. Schulz, (American, 1922-2000), Snoopy lounging on loaves of Butternut Bread. "I could live on Butternut Bread." Advertisement for Butternut Bread, 1967-1968. Illustration House.
Image added February 19, 2012
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A lot of five pen and ink
advertisements by Charles M. Schulz, (American, 1922 to 2000), four
signed, Peanuts gang commenting on the virtues of Butternut Bread. Illustration House.
Image added November 9, 2012
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A pen and ink advertisement by Charles M. Schulz (American, 1922 to 2000), signed lower left: Snoopy riding surfboard. Dolly Madison Cakes or Butternut Bread, 1967-69. Illustration House.
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A pen and ink advertisement by
Charles M. Schulz (American, 1922 to 2000), unsigned: Leaping smiling
Snoopy. Dolly Madison Cakes or Butternut Bread, 1967-69. Illustration House.
Image added November 9, 2012
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Lucy says with Snoopy looking on, "Personally, I prefer Butternut Bread because it's a model of perfection!" Charlie Brown replies, "If she loves Butternut Bread, she can't be all bad.."
A pen and ink advertisement for Butternut Bread by Charles M. Schulz (1922 to 2000). With Lucy holding a sandwich, and Snoopy and Charlie Brown looking on. Circa 1967 to 1969. Signed lower right. Illustration House.
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This very piece is currently offered for sale by the Art-Cade Gallery in Williamsburg VA, which also shows the pencil work on the verso of the artwork. The asking price is $4950.
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Charles Schulz
Original artwork
In the late 1960s, Charles Schulz did a series of advertising panels for Butternut Bread (a Midwestern brand) featuring characters from the "Peanuts" comic strip. These signed originals sat in the archives of the advertising agency for decades until recently rediscovered.
This larger piece, "Perfection," is unusual for this series because it features the three major characters from the comic strip -- Lucy, Charlie Brown and Snoopy. As they sing the praises of Butternut Bread, they also are a prime example of Schulz's venture into advertising art. The piece, signed by Schulz, is part of an ever-more-rare assortment of original Charles Schulz artwork available to the "Peanuts" fan and collector.
EXTRA SPECIAL FEATURE OF THIS ARTWORK
This original is unique in that it shows the "waste-not" nature of this cartoonist. On the reverse side of the finished drawing is a rough pencil sketch of Snoopy as a golfer for the daily strip which obviously was discarded for some reason. Although the finished side shows in the framed piece, a Photostat of the pencil sketch accompanies the artwork.
Featured artwork is done in pen and ink, is conservation framed in a black frame with a double mat and a brass name plate which includes the name of the panel and Schulz's name, all under a plexiglass glazing.
Since Schulz' death, prices of his original strips have skyrocketed, often reaching $25,000+ for a single daily strip. Here's an opportunity to own an original, signed Charles Schulz advertising piece at an affordable price.
Image is 5" high x 6.5" wide; outer frame measurements are 15" x 13.25" |
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| Title: | Perfection |
| Artist: | Charles Schulz |
| Art Type: | Original Artwork |
| Medium: | Pen and Ink |
| Media: | On paper |
| Style: | Without Frame |
| Size: | 5 x 6.5 |
| Price: | $4,950 |
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Photo added January 14, 2012
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November 9, 2012: The above artwork has apparently been sold.
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| Charlie Brown tells us that "Linus has developed a lasting friendship with enriched Butternut Bread." Linus explains, "Because it's more tender, more tempting, more nice.."while Snoopy looks on. Posted by owner Rob Stolzer on the Comic Art Fans page in 2004 and later by Ruben E in 2010 when it was sold to him. |
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| Snoopy, Linus, Charlie Brown, and Lucy wish us a "Happy New Year from the bakers of Butternut Bread!" Posted by owner Jesus Sanchez on the Comic Art Fans page in 2006. |
Charlie Brown explains, "We have three slices of enriched Butternut Bread left, so what kind of sandwiches would you like?" Lucy immediately replies, "I'll have a three-decker clubhouse sandwich..Hold the mustard, please!" Linus is left saying, "In that case, I'll have a jelly sandwich..Hold the bread, please..." Currently offered on eBay by newyorksteelerfan with a Buy It Now price of $6,000. See the link below.
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Nothing in this lot description from Profiles in History mentions anything about Butternut Bread, but just look at the drawing! The single-panel format as well as the subject matter identify this in all likelihood as part of the advertising campaign. Here's the full text of the auction listing:
Original Charles Schulz comic artwork of Charlie Brown, Linus and Lucy from Peanuts - Original comic artwork by Charles Schulz featuring the Peanuts characters Charlie Brown, Linus and Lucy. Accomplished in ink on a 7 ½ in. x 9 ¾ in. leaf of sturdy illustration paper. Signed in black ink, “Schulz” at the lower right.
149Original Charles Schulz comic artwork of Charlie Brown, Linus and Lucy from Peanuts
Start Price:3,000.00 USD Estimated At:3,000.00 - 5,000.00 USDSOLD--This item SOLD at 2011 Dec 17 @ 12:39UTC-8 : PST4,500.00USD+ (1,035.00) buyer's premium + taxes, fees, etc...
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A pen and ink cartoon drawing by
Charles M. Schulz, (American, 1922 to 2000), depicting Linus lost in
reverie for advertisement for Dolly Madison Cakes or Butternut Bread. Illustration House.
Image added November 11, 2012
The doctor is in. Classic Lucy offering psychiatric help for 5 cents. Posted by owner Rob Stolzer on the Comic Art Fans page in 2004.
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| Schroeder at his piano posted by owner Rob Stolzer on the Comic Art Fans page in 2004. This is another classic image, and I do really like it. |
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Schroeder with Snoopy dancing on his piano. "Butternut Bread is inspiring!"says Schroder. "And it's good for nimble toes!" seconds Snoopy.
A pen and ink advertisement for Butternut Bread by Charles M. Schulz (1922 to 2000). With Snoopy dancing on Schroeder's piano. Signed lower right. Illustration House.
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A pen and ink advertisement for Butternut Bread by Charles M. Schulz (1922 to 2000). With Schroeder holding a bottle of soda and a hot dog. Circa 1967 to 1969. Not signed. Illustration House.
Image added June 25, 2012
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A pen and ink cartoon drawing by Charles M. Schulz, (American, 1922-2000), unsigned, Snoopy the graduate; advertisement for Dolly Madison Cakes or Butternut Bread. Illustration House.
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A pen and ink advertisement by Charles M. Schulz (1922 to 2000) for either Dolly Madison Cakes or Butternut Bread. With Snoopy studying at a desk. Circa 1967 to 1969. Not signed. Illustration House.
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A pen and ink advertisement by Charles M. Schulz (American, 1922 to 2000), signed lower right: Victorious footballers holding Snoopy aloft, Lucy cheering. Butternut Bread, 1967-69. Illustration House.
Image added February 19, 2012
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The above drawing as offered by Bauman Rare Books in 2012 for $9,000
Image added November 9, 2012
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April 12, 2013 Update: The above item is now listed as sold.
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Sketch of Snoopy and Friends from Charles Shulz
Posted by owner Joao Antunes on the Comic Arts Fan Page in March 2008
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Mr. Antunes writes:
The sketch comes from John Lebaron's art collection. John Lebaron knew Charles Schulz. Charles Schulz did artwork for Lebaron’s advertising company from 1972-1977. The artwork was for a bread company name Butternut which Lebaron's advertising firm managed the financial account for. Lebaron’s advertising firm located in Vallejo/Pasadena California managed several accounts for companies in the food industry. CoA from JNH Collectibles from whom I bought it. Sketch size is 7x7
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Image added February 19, 2012
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Posted
by owner James Halperin of the Lewis Wayne Gallery on the Comic Art
Fans page in 2009. He considers it a bicentennial image, but I think the
plaid-covered loaf of bread could just as easily date it to this
earlier advertising campaign, c. 1967-1969. Of course, this artwork
would be appropriate for any year around the Fourth of July, including
the bicentennial. There was still a commercial relationship between
Schulz and Butternut at least as late as 1977, so it is certainly
plausible that this reworking of The Spirit of '76 could indeed be a bicentennial tribute.
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Linus enjoys some bread while watching TV. Posted by owner Ray Cuthbert in 2006 on the Comic Art Fans page. Say, I wonder what brand of bread he's eating?
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Lucy from Art-Cade Gallery of Williamsburg, VA, which offers the unsigned artwork at $1250 and adds the following information:
In the late 1960s, Charles Schulz did a series of advertising panels for Butternut Bread (a Midwestern brand) featuring characters from the "Peanuts" comic strip. These originals sat in the archives of the advertising agency for decades until recently rediscovered.
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Art-Cade Gallery Listing
Image added November 9, 2012
http://www.artcadeonline.com/search-results/detail.aspx?ID=1187
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Art-Cade Gallery Listing
Image added November 9, 2012
http://www.artcadeonline.com/search-results/detail.aspx?ID=1187
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Linus says, "Please, Mr. Salesman, put some more buns on this shelf!" Again this is from the Art-Cade Gallery, which offers the artwork at $1,750. They add helpfully:
This large piece, "Mr. Salesman," was used an "out of stock" piece on grocer's [sic] shelves. The framed original would make an exceptional visual statement in a recreation room or behind a wet bar.
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Yes, a wet bar!
November 9, 2012: The above original is apparently sold.
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Unsigned Frieda from Paul Fraser Collectibles available at $1,645. They write:
The drawing was produced for an advertising agency in San Francisco who handled an account for Butternut Bread around 1970.
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| An unsigned Lucy, also from Paul Fraser Collectibles, $1,645. |
Pencil roughs from the campaign:
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Try bribing your kite-eating tree with Butternut Bread
Illustration House
Image added November 9, 2012
http://www.antiquesimagearchive.com/items/A026551.html
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Charlie Brown says, "With Butternut Bread at your picnic, you almost don't care if it rains...almost.." Posted by owner Rob Stolzer on the Comic Art Fans page in 2005.
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| Snoopy resting on his doghouse, warming himself with toast. "Butternut toast keeps you as warm as bread...or is it the other way around?" Posted by owner Rob Stolzer on the Comic Art Fans page in 2007. |
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