Most book matches sported advertising, but there are some that were sold at the grocery store, often with a series of images on a theme; such as these from the “old timepieces” set. OMG that thing with the bird! The clock should be set to 2:30 because it’s so ugly it makes my teeth hurt.
When I was a kid in the 70’s, they had a series of book matches with (sort of) psychedelic images. I have an idea what kind of cigarettes they were often used for.