San Antonio Light, 15 June 1967, p. 9 — Grocer ad banner ‘COFFEE 59¢’ with Master Chef in the cluster (Chase & Sanborn, Folgers, Maxwell House, Maryland Club, Master Chef, New Maxwell House Electra Perk)
- Catalog ID
HH-CLIP-1967-0001- Gallery
- Newspaper
“COFFEE 59¢” with Master Chef in the cluster — SA Light, 15 June 1967
Wide banner-style grocer ad in the San Antonio Light of Thursday, 15 June 1967 (p. 9) with oversized “COFFEE 59¢” display type at left and right of a centered product list. Master Chef is grouped at the same parity tier as the major national/regional brands at this date:
- Chase & Sanborn / Folgers / Maxwell House / Maryland Club / Master Chef / New Maxwell House Electra Perk — 1-LB. CAN (Limit 2-Lbs. Total) — (2-Lb. Can $1.17)
A useful 1967 price point for Master Chef Coffee — 1-lb can at 59¢, 2-lb can at $1.17 — a brief temporary discount/sale price (likely a loss-leader or coffee-war price tier). Compares against the 75¢/lb non-promo H.E.B. shelf price 21 months earlier in September 1965 (HH-CLIP-1965-0002).
The grocer name is not visible in this crop. The “New Maxwell House Electra Perk” line in the list is a tell — that brand variant was promoted heavily by General Foods in 1966-67 and helps date the cluster to that retail moment.
Confirms Master Chef remained at parity with the national brands (Maxwell House, Folgers, Chase & Sanborn, Maryland Club) in mid-1967 — a year after the color-keyed-cans rebrand and five years after the Continental Coffee acquisition.