San Antonio Express-News, 11 December 1966, p. 102 — Master Chef Coffee ‘Free! Flavor / for coffee Lovers only’ color-keyed can ad
- Catalog ID
HH-CLIP-1966-0001- Gallery
- Newspaper
Master Chef “Free! Flavor / for coffee Lovers only” color-keyed can ad — SA Express-News, 11 December 1966
Vertical Master Chef Coffee display ad in the San Antonio Express-News of Sunday, 11 December 1966 (p. 102) — the first dated post-1962-Continental-acquisition Master Chef brand ad in the project corpus that explicitly features the new color-keyed cans branding refresh. Header: “Free!” with subhead “with every can of MASTER CHEF COFFEE — FLAVOR.” Closing tagline: “for coffee Lovers only” in script.
Hero image: paired color-keyed Master Chef can illustrations (regular grind and drip grind) with prominent MASTER CHEF shield logos. Body copy explains the color-keyed-can innovation:
“How’s that for a bargain? If you’re a coffee lover, it’s a bargain at any price. Because, if you believe you’re a coffee lover, that’s why you drink coffee in the first place. You want rich, full-bodied coffee flavor … and that’s just what you get in every can of Master Chef coffee. Try some soon! It’s at your favorite grocer now in the new ‘color-keyed’ cans for easier grind selection. And, remember, Master Chef is so rich that we suggest you use a little less than your regular measure. Try this special blend for special people …”
Companion to the 22 December 1966 SA Light “Master Chef Color Provides Key” editorial caption (HH-CLIP-1966-0002), which has the Jack Moore + Jordan Sawyer color-keyed-can announcement portrait. Together these two clips date the Master Chef color-keyed can packaging-refresh launch to mid-December 1966 — and confirm the corporate identity as “Master Chef Food Products Corp.” under Continental ownership by that date.
Note the “for coffee Lovers only” tagline — a softer, consumer-direct successor to the pre-1962 “We roast it, others praise it” Hoffmann-Hayman house slogan. The brand has fully migrated from Hoffmann-Hayman trade-press positioning to a Continental Coffee-style consumer-affinity campaign.