I think a lot of us probably did — or at least we never questioned it. The commercial ended with “That’s Italian!”, there was an Italian family gathered around the table, Mom or Grandma knew good sauce when she tasted it, and that jar somehow represented the Old World.
And the interesting part is that Ragu really did have authentic Italian roots. Assunta and Giovanni Cantisano came to America from Italy in 1914, settled in Rochester, New York, and in 1937 began selling Assunta’s homemade family sauce from their home.
But by the time we were seeing commercials like this one, Ragu had become something quite different — a huge American packaged-food brand. It went national around 1970 and absolutely dominated the jarred spaghetti-sauce business. By 1975, Ragu reportedly controlled about 65 percent of the prepared spaghetti-sauce market.
And those commercials were a big reason why. Beginning in the 1970s, millions were spent selling us “That’s Italian”, using the family, the kitchen, Mom and Grandma and all the familiar Italian-American imagery to make opening a jar feel like somebody had been simmering sauce all afternoon.
Of course, what Italians traditionally call ragù can be very different. The official Bolognese version is a slow-cooked meat sauce with pancetta, vegetables, wine and relatively little tomato — quite a distance from the red tomato sauce most of us poured from a jar.
So maybe Ragu wasn’t exactly Italy in a jar. It was really an Italian immigrant family recipe that evolved into a very American idea of Italian food.
And apparently the advertising worked on us pretty well!
Be honest — growing up, did you think Ragu was authentic Italian sauce, or did your family insist homemade was the only real thing?
