Spelling your hard-to-pronounce last name phonetically for the customers must have been a thing back then...
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That's the product line that came to my mind when I saw nhpharm's explanation of I-CAR-DE. I'm old enough to remember the ads on B&W television; and I still eat their canned ravioli more than a couple times per year!Spelling your hard-to-pronounce last name phonetically for the customers must have been a thing back then...