It's In There (nonfiction)

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It's In There is a phrase used in a well-known series of advertisements for Prego spaghetti sauce.

Karl Jones commented:

The "It" of "It's In There" is an unnamed quality which we might call “Italian-ness” in this instance … the comfort of the familiar, the nostrum against xenophobia, the recognition of self. “Buy me, I’m you.”