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Vintage Toronto Ads: The Sign of the Cat

2008_04_08macs_01.jpg2008_04_08macs_02.jpg
The National Home Show is on this week, providing homeowners with ideas on how to improve their humble abodes. Back in the early 1970s suggestions were offered on how to raise the money to afford new wood panelling and a basement mini-bar, such as buying your own convenience store franchise.
If interested, Mac’s would set you up in an idyllic suburban setting straight out of a 1950s magazine ad. No overflowing garbage cans, no vehicles in the parking lot that should have been taken off the road 15 years earlier, no loitering juvenile delinquents or panhandlers, just happy, clean-cut families who treat a trip to your store with the same reverence as a church service.
Note that these parents appear to be taking their children into the store, thus showing more responsibility than the previous generation, who were prone to leaving their infants alone outside the store.
Mac’s Milk opened its first store in 1962. Silverwood Dairies (later Silcorp) first invested in the company the following year, gaining full control shortly after today’s ad appeared. Purchased by Quebec-based Alimentation Couche-Tard in 1999, Mac’s tam-topped cat was soon sent to the old mascots home and replaced with a modified version of a night owl previously seen on Provi-Soir and Winks stores.
Source: Toronto Life, April 1971

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  • rek

    I miss the funky familiarity of Becker’s * signs.

  • Skippy the Magical Racegoat

    Heh, heh. “Alimentation Douche-Tard.” Nice.

  • Robert Lubinski

    One of the Mac’s cat signs survived a little longer than the others, on Jane St. but I think it’s long gone now too. There have been books on neighbourhood movie houses, I think the iconic corner convenience store would be a good subject – with the old Coca-Cola roundels and individual letters across a white background, the hanging signs that stretched over the sidewalk with the store’s name on them under a pop sign, usually Coca-Cola, but occasionally Sprite, Pepsi or even 7-UP “the un-cola”! Some even had their signs as part of an Export “A” ad sign. They also usually had great names related to the street or the owner like “Uncle Kim’s Gift & Variety”. Too bad most of them are long gone now.