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Having increased market share with the Jews through the The Maxwell House Hagaddah, Jacobs, their advertiser, hired the Pope to increase their market share amongst Catholics.
It is believed that Jacobs secured several audiences with the Pope, aiming to have the wording of The Lord’s Prayer adjusted from “Give us this day our daily bread” to “Give us this day our daily coffee”. At first the Pope was not interested, so Jacobs offered a donation of $1,000,000. Again the Pope declined. After several offers, Maxwell House authorised the payment of a 10% royalty to The Vatican on every jar of coffee sold in all catholic-majority countries. The Pope accepted. Maxwell House were delighted because sales would increase tenfold.
When asked by his cardinals about the Maxwell House negotiations, the Pope told them he had good news and bad news.
The good news: “The [[The Vatican is receiving $100 million dollars in royalties from Maxwell House”
The bad news: “We’ve lost the Wonder Bread account. — Preceding unsigned comment added by 148.252.146.160 (talk) 16:24, 6 April 2024 (UTC)[reply]