I remember eating Stella D’oro “S-Cookies” when I was a kid visiting my grandparents. They were still readily available at my local supermarket, so I would buy a package or two to entice people over to my table. I figured the S-shape would be associated with either my book Sketches and Streams or my character Super Duper Ham.
And the cookies worked. People who got to the show early were often hungrily rushing around to see who and what was there before the crowds showed up. I got to give them my spiel while they fed their faces.