There were a series of commercials for Pace “Picante Sauce” in the 90’s of the formula:

• Some cowboys
• campfire time
• They start eating salsa. Not like, with anything, just eating salsa.
• New guy says “Try some of my salsa.”
• one of the other guys reads the label and says “This stuff is made in New York City.”
• Everyone else yells “NEW YORK CITY?!?!”
• cut to announcer proclaiming Pace is made of pure roots and toots for the ultimate shit kicker rodeo experience
• cut back to new guy being hilariously tied up or otherwise cowboy punished.

It’s funny because it insinuates that Texans can and will read.