And it became more entertainment than strategy. The ad was fun, but, to quote The Fruits of Their Labors again, it "made no effort to sell raisins. I mean. And on top of everything else, he says there's one subject of conversation that just won't drop. Free shipping for many products! SW: Kalem says the vote on whether or not to approve the ad was extremely close. The California Raisins were the product of an exacerbated ad team, a few broken rules, and the execution of a fascinating visual art form. Scrobble, find and rediscover music with a Last.fm account, Do you know any background info about this track? Your email address will not be published. The figures were kept in a box for several years and headed for the trash before being obtained by Webster Colcord, a former employee of Vinton. A short time after that, he sat in a studio and sang the words into a microphone while strumming his guitar along with a few friends. Yeah. But Michael Jackson, well he was not about that. Instead, it was a group of tiny, claymation raisins playing a Motown hit in a national ad campaign. SW: Then, you've got nature to think about. Box Office Software produced a different, unrelated California Raisins computer game in 1988 for the Apple II, Commodore 64, and PC compatibles. Potato head, but a raisin. Now, somebody just had to turn Seth Werner's concept into a real commercial. CH: A warship, the USS Pyro, even asked permission to sail with a California Dancing Raisins flag flying high above ahoy mateys! And Seth Seth was dancing all by himself in front of the group, without socks on! SW: The winning concept was a raisin with big eyes, a defined nose, and a wide mouthperfect for lip syncing. As of the 2010s, packages of Sun-Maid Natural California Raisins still feature an updated California Raisin character. And they were hearing from those ingredient customers that they had an issue with the ads: BK: Some large customers felt they were paying for it. Done. And some of them played instruments, maybe?SPEAKER TWO: All dancing in the real world, but in their little clay situation.SPEAKER THREE: They were disproportionately raisinly huge. SW: The raisins dance around on the lid of his grand piano while he belts out the band's catchphrase: AD SIX: Oh I heard it through the grapevine! It's hurting from some bad weather trends. Note: Comment submission is temporarily unavailable while we make improvements to the site. KB: And at this point, even though I had to vote to kill it, I side on the other side, where I helped put that program together, and was successful for ten years. Heard it! SW: That's Alvin and the Chipmunks, for those of you aren't fans. Earlier this year, the CRMBwhich did not respond to my request for commenthired a brand new Vice President of Marketing. The success of the dancing raisins exposed fractures in the industry which had been forming just under the surface for decades. The briefthe goal of the campaignwas to come up with a commercial that would make customers see raisins differently. Did it, uh, did it drive up the price of raisins? The California Raisins released four studio albums on Priority Records, BMG, and ZTT Records between 1987 to 1994, and their signature song, "I Heard It Through the Grapevine", landed on the Billboard Hot 100 and peaked at number 84 or 85. They grow grapes in the beautiful California sunshine and turn them into raisins. SW: For the packers who did have their own brands and worried Sunmaid was running away with raisin sales, there was another issue. If you have more stories to share, call us anytime. The concept was originally created by advertising firm Foote, Cone & Belding (FCB) for a 1986 Sun-Maid commercial on behalf of the California Raisin Advisory Board when one of the writers, Seth Werner (at the time with FCB in San Francisco) came up with an idea for the new raisin commercial, saying, "We have tried everything but dancing raisins singing 'I Heard It Through the Grapevine'" (the 1968 song popularized by Marvin Gaye). CEO of the wine bargaining association for five years. SW: Unity has been a longstanding challenge for the raisin industry. I Heard It Through the Grapevine features a clip the movie The Big Chill where a group of teenagers in a library who are listening to the song through headphones which leads them to dance . SW: And then at the end the announcer says: WERNER: I remember when I went to college, people would say 'there are three or four ways you can do an advertisement. And if you don't have a consensus, it doesn't matter. Several California Raisins music albums were also released, featuring classic Motown and rock standards. And he made it very clear to me right off the bat that no one, him included, would be interested in talking about the New York Times story I'd read. View wiki SW: So are the California Raisins coming back, do you thinkthe Dancing California Raisins? So Fresno is like Eden for raisins. But the Raisinss influence went beyond just TV and music and began to invade all levels of pop culture. Vinton and his team hired human dancers to make the Raisins's dance moves look realistic. SW: Michael Jackson sent Will Vinton a video with instructions for how he wanted the claymation to lookdown to the motions and facial expressions the backup raisins were making in the background of the ad. California Raisins. Everyone is hungering for unity again, they just have to find something to unify around. Our collection database is a work in progress. And because they were big companies, not headquartered in the Fresno circle, they were not at the table, and participating in all of this back-and-forth. [6] However, the Raisins would continue to make their strongest impression through animated endeavors, and the characters proved popular enough that they were used to endorse Post Raisin Bran cereal. McCartney. KB: I'll never forget, he was a handsome guy, had white shoes on, no socks, had an earring in this ear, he had the ghetto blaster up on his shoulders, and he turns it on and it's "Heard It Through the Grapevine.". And ultimately, when everyone failed to agree, the raisins took the fall. They all want to have them back [sigh] I don't know if it's just because they love the dancing raisins, or I think more than that, is they just want a powerful campaign, you know, backing up California raisins. But in 1986, thats just what happened when the California Raisin Advisory Board launched a series of ads by the California Raisins, a group that existed only in Claymation. On November 4, 1988, CBS aired a primetime television special called Meet the Raisins! And maybe some people are pessimistic about it, I don't know, maybe people are tired of just the lack of unity. They were the California Raisins. I know a man ain't supposed to cry. Lead vocals were sung by musician Buddy Miles. (laughs). Some user-contributed text on this page is available under the Creative Commons Attribution-ShareAlike License; additional terms may apply. They filed a petition, and that's it! And then we threw the baby out with the bathwater. But there's one letter that really stands out: WERNER: Okay, this is from the Fitzgerald-Hartley Company. Constitution Avenue, NW WERNER: 'Our thanks again on behalf of Paul McCartney. California raisins from the California vineyards. The California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. (981) $9.95. Strong came up with the idea and asked Motown writers Holland-Dozier-Holland to work on it with him. He watched the original commercial spin off into more and more distant territory. The commercials were produced by Vinton Studios using their claymation technique, with character designs by Michael Brunsfeld. From a pop culture standpoint, absolutelypeople all over the world have heard of the Dancing Raisins. There were California Raisins lunchboxes, then Hardee's started handing out plastic Raisins figurines with Cinnamon 'n' Raisin biscuits. So, there's an alphabet soup of different boards and agencies and committees to help make that happen. SW: The raisin industry quickly followed up with more ads. They go on for pages and pages, carefully typed out on letterhead and hand-written in beautiful cursive. My girl!BK: Yeeeeah the marketing guys at Del Monte filed a complaint with the Department of Food and Agriculture over it. Paul McCartney requested his own copy on VHS. These albums were included in the Smithsonian collection and were illustrated and art-directed by Helane Freeman, who later became famous for her work on Hannah Montana and The Suite Life of Zack & Cody, among other Disney programs. SPEAKER TWELVE: And it was all claymation, and they'd sing Christmas carols and stuff there were I think other characters and things in it as well. MATTHEW MALCOLM: I mean you can't just leave any field barren here, because something's gonna grow. You know how families can be about money. I don't need to prove anything to anybody. In 2010, claymation versions of the California Raisins were featured in the special Christmas episode of It's Always Sunny in Philadelphia, "A Very Sunny Christmas". SW: So a couple of months ago, I read this New York Times article that sort of started it all for me. The California Dancing Raisins ad has been called one of the best of all time. KB: Vine doesn't know who it belongs to. Almost like you can hear the band warming up "I Heard It Through the Grapevine" in the distance. KB: Raisin processor for many years in different facilities. First aired on September 14, 1986, Werner's idea for a 30-second television commercial introduced audiences to The California Raisins, a group of anthropomorphized raisins with expressive. RV: I said, 'I'm going to do it where it feels authentic.' As for the music, the commercial featured Buddy Miles, a Carlos Santana collaborator and drummer for Jimi Hendrix, singing "I Heard It Through The Grapevine"picked because of the obvious connection between grapes and raisins, but also because the song had seen a resurgence after the Marvin Gaye version had been used for the opening scene of the 1983 hit movie The Big Chill. Then in 1989, a 13-episode Saturday Morning Cartoon show calledThe California Raisin Show aired. SW: Kalem Barserian has worked in the raisin industry for more than 50 years. It began to cost CALRAB too much to market the Raisins, and the public moved on. Almost all the packers resented Sunmaid, but not all for the same reasons. It seems like everyone in Motown heard about this song "through the grapevine" before it was finally recorded. In 2018, an episode of The Americans called "Rififi" feature a cereal box featuring the California Raisins on the back. BK: No, what we got was him for free, but he wasn't gonna do anything. SW: This is what raisin packing sounds like. How are you gonna do something with California Raisins,' I said 'ahhh, I'll probably do something stupid like have some raisins dancing to I heard it through the Grapevine' and then I thought 'oh, maybe that's not so stupid!'. SW: Before long, a claymation Ray Charles joined the bunch. In The Simpsons episode "'Tis the Fifteenth Season", The California Raisins were spoofed as The California Prunes, on a special entitled Christmas with the California Prunes. WERNER: We created this huge conga line that came out of a box of raisins and danced on the coffee table while this husband and wife or boyfriend and girlfriend were watching a movie, and they were unaware that all this was happening in its own little world. They even earned an Emmy nomination! Paul McCartney requested his own copy on VHS. Oh I'm just about to lose my mind. You do the math on how many tons of raisins you're buying from them, and bam, you can see exactly how much of the total cost is going towards California raisin ads. SW: CALRAB came up with and promoted new recipes that used raisins, it went to bakery conventions, it pitched raisin stories to food magazines and newspapers. SW: The California raisin industry is complicated. America's favorite raisin. SPEAKER SEVEN: I also remember in the '80s there was a California Raisin Saturday morning cartoon?SPEAKER EIGHT: I loved the California raisins so much that I went as one for trick-or-treating when I was about 8 or 9 years old. And by the end of the night, all anyone could agree on was that one of the siblings was getting a bigger cut than everyone else. And the California raisin industry is, after all, a big family. RV: Oh no, to me it at one point it kind of went beyond that. African American History Curatorial Collective. Because the smaller packers still thought Sunmaid had an unfair advantage. I mean, we didn't do anything short of that. But as that money flowed back into CALRAB's coffers, the disagreements became more serious. You asked someone to name a raisin brand, and they would say "Sunmaid.". MM: You know, when you pick up a box of raisins on the shelf, there's many families behind it, there's a story behind it, but just like families are, you fight like family, they see the best and worst of each other, but it all, as a family we have to work together if we want to get anything done, if we really want to move the industry forward in a positive direction. I mean, really, most of us don't give raisins a whole lot of attention..they are just kind of everywhere: in our cereals, bagels, and, of course, kid's lunch boxes. In 1985, both halves of the industry were funding CALRAB. KB: We're not getting our fair share of it. SPEAKER ONE: It was like a Mr. Scrobbling is when Last.fm tracks the music you listen to and automatically adds it to your music profile. California Raisins poster vintage 1987 Heard it Through The Grapevine. . He's a reporter covering raisins and grapes for one of the trade magazines his family publishes. HARRY OVERLY: I know for a fact that there is animosity that still exists within the industry of what happened back then. WERNER: A frame was one snapshot. The game was completed and several video game critics reviewed it, but it was never released on the open market. There was 19 of us at Sunnyside country club sitting in a circle in the main dining room, and we all voted. SPEAKER TEN: We had the Christmas special on videotape, we probably watched it like three or four times a December, between when I was like 4 and 8. Can you just give me an assignment? November 12, 1986 SW: You guys, it's from Paul McCartney's manager. SW: Remember, these were Fresno guys, not big city ad men. Their cover of Marvin Gaye's &, Creative Commons Attribution-ShareAlike License. Werner and Fedor also thought that the commercial should use clay animation, a type of stop-motion animation using characters or settings made out of clay or other similarly pliable materials, rather than regular cartoon animation. If I tell everybody some fictitious story about you know, Chicken Little, right now to you, they might know it in Madera by 2 o'clock. But despite it all, by a very narrow margin, more than half the room voted to greenlight the ad. The following year, Vinton created another TV special called Meet The Raisins! So, give them raisins! They were tired of paying into a shared piggybank for the greater good. I Heard It Through The Grapevine - California Raisins. And because Sunmaid was so much biggerthe Kleenex of raisins!they suspected that brand was getting a bigger share of the sales that had trickled down from the ad. With the musicians all in a room, live, everything. Get instant explanation for any lyrics that hits you anywhere on the web! SW: When the Dancing Raisins ad stopped airing, Sunmaid's share of direct raisin saleslike in boxes on grocery store shelvesactually increased. SUNMAID AD: My girl talkin' bout my girl. And, I didn't know this, but nearly 100 percent of the raisins the U.S. produces come from within a 60 mile radius of the city. If you need to request an image for publication or other use, please visit Rights and Reproductions. (869) $17.99. Constitution Avenue, NW Possibly, but in their own sweet, silly way, these spots conveyed a sense of mindless fun and gave the humble raisin its moment in the sun. Jun 1, 2013 - Explore The Goodwill Geek's board "Heard it Through the Grapevine.", followed by 362 people on Pinterest. The ads storyboards were pretty simple: A bunch of raisins dance in a line across the screen, grooving to the Motown sound that had been rejuvenated by the success of The Big Chills 6 million-selling soundtrack. BARRY KRIEBEL: Well that's the problem with the advertising! The musical mockumentary was again created by Vinton Studios, and was nominated for a Primetime Emmy Award. SW: Paul. [16], In 2002, the Food Network program Unwrapped featured a segment on The California Raisins featuring interviews with Will Vinton, David Altschul, and Mark Gustafson of Vinton Studios. See terms. Feb 14, 2023 A group of singing, dancing, anthropomorphized raisins launched a sensational career after singing the 1968 Marvin Gaye song, "I Heard It Through the Grapevine," in a 1986 commercial for the California Raisin Advisory Board. SPEAKER NINE: Definitely didn't make me any more of a fan of raisins. From Performing Songwriter Issue 111, July/Aug 2008. A series of weather-related disasters during the '70s had thrown the price of raisins completely out of whack. If you have any issues please contact me before leaving negative response I will always do my best make it right! KB: Whereas the packer is the middleman buying it from him, processing it, selling it, shipping it into trade and hoping to make a profit. Most of the time when we buy raisins, we have no idea where they came from. Needless to say, their band history borrowed heavily from the types of origin stories real bands tended to have. And a lot people, including many of our listeners, still remember it really well. SW: But in some ways, it may be in the same place as it was in the '80s. KB: Couldn't find it! Like, when Ray Charles had starred in his ad, he agreed to do a cross-country public relations tour, promoting the health and goodness of California raisins. They weren't in the shelf. And then on top of that, this article also made mention of a raisin mafia, along with allegations of death threats!? RAISINS SHOW: You might have heard about us through the old grapevine. Ended: 27 Feb, 2023 23:10:08 GMT. Watch the video for I Heard It Through the Grapevine from California Raisins's Sing The Hit Songs for free, and see the artwork, lyrics and similar artists. The answer? So, just like at Thanksgiving dinner, while CALRAB tried to calm everyone down and broker peace from the head of the table, squabbling raisin packers aired old grudges and argued about who was and was not getting their fair share of the cash. SW: All of those different factors combined add up to the final, and most important challenge for the raisin industry. This figure is also included on CalRaisins.org. But back in 1994, almost ten years after the first dancing raisins ad aired, that good feeling was nowhere to be found. A Saturday morning cartoon series, The California Raisin Show, debuted the following year, but lasted only 13 episodes. If there's anything we can do for you, please give me a call'. BK: It actually got to the point where the Dancing Raisins had their own television show. SW: Lots of details would have to be worked out first. Just one piece! in 1988. CALRAB teamed up with advertising agency Foote, Cone & Belding to try to forge an emotional connection between consumers and the dried fruit. Kalem Barserian, along with around 40 raisin growers, packers, and industry members, was in that room. Raisins are not like cell phone brands, with unique features and better WiFi connectivity and a sleeker feel than their competitors. They help out with keeping prices stable and have an eye on supply and demand. And this broke the mold. SPEAKER FIVE: Every time that commercial would come on, my mom would sing and dance to that song. HARDEES AD: Announcing the big plush bendable California Raisins at Hardees SW: There were California Raisins Halloween costumesthey were bestsellers in 1988. WERNER: Our whole objective was to make them cool. SPEAKER FOUR: I loved those commercials as a kid, they were so cool. Really?'. A new version of Last.fm is available, to keep everything running smoothly, please reload the site. Lots of brands tested the limits of this rule, including Sunmaid: BK: I got permission from the manager to create a claymation ad where I had the Dancing Raisins singing to the Sunmaid girl. [4] To their surprise, the commercial became wildly popular, paving the way for several future commercials and opportunities through other media. Umpteen searches though the archives using the terms "California Raisins" and "Hardee's" came up mostly empty, except for . (laughs) That's just the way it is. To make sense of that storyto understand where the dancing raisins came from, and how they disappearedeveryone told me I needed to talk to this guy. CH: But while the ad made the dancing California raisins cool did it do anything for actual California raisins? Required fields are marked *. The 1980's TV commercials for California raisins have been called some of the best ads ever made. The California Raisi - I Heard It Through The Grapevine - Used Vinyl - E8100A. TikTok video from Shug (@sonyastanford2). Top editors give you the stories you want delivered right to your inbox each weekday. Price: 16.01. The California Raisins Original Commercial click to see! And even in the 1990s, Sunmaid was like the "Kleenex" of the raisin industry. Raised in the California sunshine WERNER: He volunteered and said 'I won't be paid, I just want to be a raisin, I have one thing I need to ask though, I will not talk to anybody from the advertising agency, and I will not talk to any clients. From Paul McCartney mouthperfect for lip syncing our whole objective was to make Raisins! Than 50 years beyond just TV and music and began to cost CALRAB much! Something to unify around again, they were So cool, for those of you are n't.! Just about to lose my mind to come up with more ads as it was in that.! 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