“COFFEE 59¢” — Master Chef in the parity cluster, San Antonio Light, 15 June 1967
Wide banner-style grocer ad from the San Antonio Light of Thursday, 15 June 1967 with oversized “COFFEE 59¢” display type bracketing a centered product list. Master Chef is grouped at the same parity tier as the major national/regional brands — Chase & Sanborn, Folgers, Maxwell House, Maryland Club, and the (then-new) New Maxwell House Electra Perk variant. 1-lb can at 59¢, 2-lb can at $1.17 — a brief sale/loss-leader price point compared 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 helps date the cluster — that variant was promoted heavily by General Foods in 1966-67.
Transcription
COFFEE
Chase & Sanborn, Folgers, Maxwell House, Maryland Club, Master Chef, New Maxwell House Electra Perk
1-LB. CAN
(Limit 2-Lbs. Total)
59¢
(2-Lb. Can $1.17)
Source
- Grocer-ad coffee banner, San Antonio Light (San Antonio, Tex.), Thursday, 15 June 1967, p. 9.
- Digital clip: Newspapers.com (accessed 20 May 2026).
- Archived PDF: /assets/pdfs/1967-06-15-san-antonio-light-coffee-59c-master-chef-grocer-ad.pdf.
- Gallery: Newspaper Clippings (
HH-CLIP-1967-0001).
