Posted by: Dr. Grover B. Proctor, Jr. | 23 April 2017

Grazie, Assunta!


 
I’m not much captivated by the mediocrity that passes for advertising these days.

But I confess that the newest ad for RAGÚ (see below) has hit me very positively in many ways: its content, its style, its tone, its message, its editing, its humanity, its insistent pacing, its homage to history and tradition, its beautifully gustatory visuals, and its tribute to co-founder Assunta Masiello Cantisano (though it summarily omits mention of her husband and business partner, Giovanni).

Assunta e GiovanniShe was a mere 22 years old, and he 28, when they emigrated to America. Here is a very brief story of Assunta and Giovanni, as told by today’s RAGÚ corporate marketing department (with my small edits for continuity):

“It all started in Italy. In 1914, Assunta Cantisano left from the port of Naples, bound for America with little more than her family’s pasta sauce recipe to her name. She and her husband Giovanni settled in Rocheter, New York, but they stayed true to their Italian upbringing by putting down their roots — literally. Their own backyard garden would ultimately inspire their fresh tomato sauce and delicious meals, planting the humble beginnings of the RAGÚ sauces on the market today.

“In 1937, during the Great Depression, Giovanni and Assunta set out to support their family by selling homemade tomato sauce right from their front porch. By 1946, the Cantisanos outgrew their kitchen and opened the first RAGÚ factory in Rochester to better meet the demands for their delicious combination of vine-ripened tomatoes and flavorful herbs. The company grew, and so did their commitment to the highest standards of quality for every single batch of fresh tomato sauce. The iconic gondola was added to RAGÚ packaging as the brand continued to grow.

“By the 1960s, RAGÚ sauce had become a centerpiece on family dinner tables across the United States. An Italian tradition turned American classic, this sauce was simmering from coast-to-coast as a staple in some of America’s most popular recipes.”

All of this appeals to me for many reasons — and it doesn’t hurt that I LOVE Italian cuisine!

Buon appetito!


RAGÚ AD: SIMMERED IN TRADITION

 


 

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