Chef Boy-ar-dee Spaghetti & Meatballs, American Home Products, May 1976

Advertisements tend to reflect the socioeconomic times in which they were created. In more prosperous times, the value of a product tends to be less often emphasized as compared to the product's features and desirability. In contrast, when times are leaner, ads tend to promote the budget-friendly aspects of the product. This Chef Boy-ar-dee ad is an interesting example of this phenomenon.

In the spring of 1976, the U.S. was just beginning to emerge from a significant economic recession, although its effects lingered on to some degree throughout the decade. Food prices had spiked, and cutting costs at the supermarket became a concern for many consumers. Since meat comprised a large percentage of the typical grocery budget at that time, meatless meals became more common and meat was viewed as somewhat of a luxury item for the budget-conscious. The ad's mention of a "good, hot family dish with meat" was an effective appeal to those who yearned for the heartier meals served in better economic times.

24 cents per serving was not a lot of money even in 1976, particularly for a main course. However, that cost was calculated on one 40 ounce can yielding five one-cup servings. A one cup serving seems a bit skimpy, particularly for an adult, although it's true that portion sizes in general tended to be smaller at that time than they are today.

Chef Boy-ar-dee pasta and its rival brand, Franco-American, were the saving grace of many a lunch or dinner table in the 1970s. Although my family generally bought the Franco-American brand, I do remember having Chef Boy-ar-dee on occasion and liking it pretty well. After all, what kid doesn't like spaghetti? ;-)