This latest incarnation can still be seen on the California Raisin Marketing Board website.[11]. SW: The ad was a hit. Our collection database is a work in progress. 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. Vintage California Raisins Posable, Puppets, Bank, Wind up toy. SW: Buddy Miles, who'd been the drummer for Band of Gypsies with Jimi Hendrix, flew to California to record the vocals in Ross's studio. Please take time to look at pictures I try and show condition clear as possible. And most of the people spending millions of dollars don't want to know there are two guys sitting in a back room trying to make each other laugh and come up with this stuff, but that is what we did. The Raisins released numerous studio albums in the 1980s, starred in a cartoon series, and were nominated for an Emmy for their 1988 "Meet the Raisins" mockumentary. I don't like raisins. SW: I, before I started working on this story, did not even eat raisins. AD SIX: Oh, I heard it through the grapevine! [8] While cel animated by Murakami-Wolf-Swenson, it maintained Will Vinton's creative direction. Oh, that's sweet. SW: Did it feel at any point while you were working on this album like you were making an ad for raisins? He watched the original commercial spin off into more and more distant territory. But in terms of its impact on the industry it depends on who you ask. 84 on the Billboard Hot 100. SW: The California raisin industry is complicated. Brought to you by is a production of Insider Audio. MICHAEL JACKSON: And Will, keep these guys still until they do the heard it! The musical mockumentary was again created by Vinton Studios, and was nominated for a Primetime Emmy Award. View wiki . Access your favorite topics in a personalized feed while you're on the go. KB: Once we started the Dancing Raisins, people were going to the store asking for Dancing Raisin raisins, and there weren't any! Can you just give me an assignment? Earlier this year, the CRMBwhich did not respond to my request for commenthired a brand new Vice President of Marketing. The claymation raisins singing and dancing to Marvin Gaye's "I Heard It Through the Grapevine" became a kids TV show, recorded an album that went platinum, launched a range of toys and costumes, and starred in an Emmy-winning Christmas special. And that might be part of why some raisin packers felt like this all boiled down to: "it's us versus Sunmaid.". Between 1987 and 1988, the fictional band released four albums, two of which went platinum. Sarah tells us what happened next SW: In 1994, a group of raisin packers voted to shut down CALRAB. "The Raisins opened up a floodgate everything had to be personified," Vinton told Food & Winelast year. If you would like to know how you can use content on this page, see the Smithsonian's Terms of Use. While todays commercials may depict M&Ms and cookies with unique personas, the California Raisins hold a special place as '80s pop culture icons. 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. And a lot people, including many of our listeners, still remember it really well. THE THROWBACK MACHINE: Going for the gold, but coming up blonde. Refresh your browser window to try again. And since they were already touring the country, at least on TV screens, there was only one logical next step. MATTHEW MALCOLM: I mean you can't just leave any field barren here, because something's gonna grow. They all watched as Seth walked in and took the floor. Constitution Avenue, NW Costume, Occasion & Specialized Clothing, Shoes & Accessories, Mobile Phones, Smart Watches, Accessories & Communication, Bathroom Fixtures, Accessories & Supplies, Industrial Printing & Graphic Arts Equipment, Shaving & Hair Removal Products & Equipment, The California Raisi - I Heard It Through The Grapevine - Used Vinyl - E8100A, eBay (UK) Limited is an appointed representative of, Learn more about Product Partnerships Limited - opens in a new window or tab. Sunmaid. For the last 10 years, he's violated the law and gone against the Raisin Administrative Committee. I Heard It Through the Grapevine. SW: I mean, how did you react when you found out about that?? Washington, D.C. Email powered by MailChimp (Privacy Policy & Terms of Use), International Media Interoperability Framework. Don't you know that I heard it through the grapevine. Scrobble, find and rediscover music with a Last.fm account, Do you know any background info about this track? 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. Definitely [both laugh]. It keeps you in shape. They go on for pages and pages, carefully typed out on letterhead and hand-written in beautiful cursive. Paul McCartney requested his own copy on VHS. CH: After the break, five million dollars DOES go a long way, the Dancing California Raisins conga line their way to record deals and awards, and they split the raisin industry right down the middle. SETH WERNER: It wasn't back then, and it still isn't now. Year . The briefthe goal of the campaignwas to come up with a commercial that would make customers see raisins differently. Fresno is a dusty, medium-sized city in the middle of California's central valley. Werner's big idea was going to be a risk, especially without the celebrity spokesperson the client had requested. If you have more stories to share, call us anytime. You can have a talking head, you can have a situation' you know, there were like formulas on how to do this. (laughs). But there's one letter that really stands out: WERNER: Okay, this is from the Fitzgerald-Hartley Company. SW: He just turned 82, and for the last few decades, he's been privy to almost every dispute in raisin land, and lots of them have landed on his desk. If you need to request an image for publication or other use, please visit Rights and Reproductions. But in 1994, the raisin industry abruptly pulled the plug on the ad and its spinoffs, and still debates whether or not it was successful. And then they called me and they said, 'you know what it's platinum in Canada too!' He's now on his second round of leading the Raisin Bargaining Association. The comedy podcast Felix Navipod features discussion of the California Raisins on all 166 episodes of its run. Box Office Software produced a different, unrelated California Raisins computer game in 1988 for the Apple II, Commodore 64, and PC compatibles. Top editors give you the stories you want delivered right to your inbox each weekday. SW: This process, as you can imagine, took a while. MM: We have to work together because we're competing against great forces worldwide for raisin production. If you enjoyed this article, subscribe to receive more just like it. They're just a staple. Today, the story of the California Dancing Raisins. They have two big jobs. The show was broadcast August 29, 1990, on the U.S. television network CBS during primetime. You're over. 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. He has faith in the industry's ability to work this out. PDF The ad was fun, but, to quote The Fruits of Their Labors again, it "made no effort to sell raisins. Who'd have ever thought that a beloved Motown classic would be brought back to life by a bunch of animated dried fruit? CH: From Business Insider. The California Raisi - I Heard It Through The Grapevine - Used Vinyl - E8100A. BK: No, what we got was him for free, but he wasn't gonna do anything. I said, 'the only thing I would do, because at that time, you know, you had things like the Chipmunks and all these different things for kids,'. Still one thing nearly everyone does agree on is the mass appeal of the dancing raisins. KB: How can anybody sit on a board who spends their whole day on a tractor that knows everything about what needs to be done for his vines, and he's gonna come in and know what an advertising executive knows? KB: And the packers got pissed at Barry and killed the program. The California Raisins were a fictional rhythm and blues animated musical group as well as advertising and merchandising characters composed of anthropomorphized raisins. And then, job number two: they work on public relations and marketing for the entire raisin industry. 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. Produced by Sarah Wyman, with Charlie Herman and Julia Press. He wasn't worried about making the most of this one shot and impressing his boss. SW: The raisin industry quickly followed up with more ads. 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. All Rights Reserved. KB: We're not getting our fair share of it. 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. CH: This commercial was the most popular TV ad in 1987 and 1988. Photo: A Claymation Christmas Celebration / CBS The Raisins Were Featured In Will Vinton's 'Claymation Christmas Celebration' On CBS In 1987 But Michael Jackson, well he was not about that. BK: So the bottom line was you didn't have industry consensus. Seth Werner and CALRABthe agency responsible for hyping up California raisinsthey had delivered a hit. MICHAEL BRUNSFELD: The first step in this was we need somebody to create some raisins that are going to dance around. But as that money flowed back into CALRAB's coffers, the disagreements became more serious. But I think we're heading in a positive direction now. And on top of that, there have been many, many more lawsuits. 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. The dancing raisins got caught in the crossfire of a heated debate within the industry. 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. It lost message. SW: All of those different factors combined add up to the final, and most important challenge for the raisin industry. They sold most of their raisins in bulk, to ingredient customers, like cereal brands or bakeries. We may update this record based on further research and review. The California Raisins are often accompanied by a soundtrack of "I Heard It Through the Grapevine," originally popularized by singer Marvin Gaye. et Cie, S.C.A. 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. And call them nature's candy. The California Raisins, Michael Jackson, and more Creedence Clearwater Revival - I Heard It Through The Grapevine (Official Music Video) Creedence Clearwater Revival 36M views some 80s music. Free shipping for many products! And maybe some people are pessimistic about it, I don't know, maybe people are tired of just the lack of unity. Listen on:Apple Podcasts |Stitcher | Spotify |and more. The California Raisins released four studio albums in 1987 and 1988, and their trademark, "I Heard It Through the Grapevine," was on the Billboard Hot 100. A California Raisins Fan Club began in 1987, which included a Grapevine Gazette newsletter and various memorabilia. 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. The game was completed and several video game critics reviewed it, but it was never released on the open market. Perhaps the most memorable piece of California Raisins merchandise, however, came in the form of small, non-poseable California Raisins figures. WERNER: Well, you know, we were at this point, we were like what else is new. STANDS4 LLC, 2023. Claymation was an unproven conceptthis was probably the first time it had been used in a commercial. 30 of those and you have a second of the commercial. Vinton and his team spent weeks making about six different figurines and a set made out of clay. MM: Obviously raisin growers and packers, they compete with each other. Entdecke The California Raisi - I Heard It Through The Grapevine - gebrauchtes Vinyl - E8100A in groer Auswahl Vergleichen Angebote und Preise Online kaufen bei eBay Kostenlose Lieferung fr viele Artikel! McCartney. No, not really. 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. SUNMAID AD: My girl talkin' bout my girl. Lyrics.com. Today, it would go viral. And that takes unity. 2023. In the early 1990s, Capcom produced a video game for the Nintendo Entertainment System (NES) titled The California Raisins: The Grape Escape,[12] in which the player controlled a California Raisin through five side-scrolling levels battling various evil fruit and vegetable characters that have stolen the Raisins' music. SPEAKER FOUR: I even had little figurinesSPEAKER FIVE: I remember seeing them in my toy chestSPEAKER ONE: They were part of some happy meal kind of thing CH: The dancing raisins were invited to light the National Christmas Tree at the White House. Lived here my whole life. [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. I heard it through the grapevine Not much longer would you be mine baby I know a man ain't supposed to cry But these tears I can't hold inside Losin' you would end my life you see 'Cause you mean that much to me You could have told me yourself That you loved some one else Instead I heard it through the grapevine Not much longer would you be mine https://www.lyrics.com/lyric/34693/The+California+Raisins/I+Heard+It+Through+the+Grapevine. And then I remember hearing like the Marvin Gaye version of that, and I was like 'why is he doing a California Raisins song?' The answer? SPEAKER THREE: The one song I remember them doing all the time was "I Heard it Through the Grapevine" To the point where I was a kid and I hadn't, I don't think it really clicked to me that that was like a real song. Note: Comment submission is temporarily unavailable while we make improvements to the site. The mockumentary-style show created a full backstory about the bands rise to stardom and delved into the histories of each of the individual Raisins, who had names by this pointA.C., Beebop, Stretch, and Red. AD TWO: We know raisins are natural, but kids just know what they like. It wasn't true. [4] To their surprise, the commercial became wildly popular, paving the way for several future commercials and opportunities through other media. 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. Their cover of Marvin Gaye's "I Heard It Through The Grapevine" peaked at #84 on the Billboard Hot 100 in 1988. And the California raisin industry is, after all, a big family. And they had good reasons to be! The tape was rewound and the presentation repeated.". Please take time to look at pictures I try and show condition clear as possible. SW: Seth's boss handed him the California raisins account. Unlike the smaller brands in the industry, it could afford to pay for that space. But these tears I can't hold inside. Because, in Fresno, California Raisins has always meant something bigger than a couple of claymation figurines singing "I Heard It Through the Grapevine.". RV: I said, 'I think that's a great idea.' My girl!BK: Yeeeeah the marketing guys at Del Monte filed a complaint with the Department of Food and Agriculture over it. You got 100,000 tons. The growers are the ones with the vines. The California Raisins were the product of an exacerbated ad team, a few broken rules, and the execution of a fascinating visual art form. So Fresno is like Eden for raisins. The California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. Oh! We may receive commission if your application for credit is successful, the commission does not affect the amount you will pay under your agreement. WERNER: We went there because we had to meet the growers, and so we would drive, what was it, an hour, 90 minutes to Fresno from San Francisco, and the account people were all nervous on the way there like 'what are we going to do?'. Select PayPal Credit to have the option to pay over time. album - including song video, artist biography, translations and more: I bet you're wonderin' how I knew 'Bout your plans to make me blue With some other guy you knew before Between the CALRAB teamed up with advertising agency Foote, Cone & Belding to try to forge an emotional connection between consumers and the dried fruit. It's a tax. I said, 'Ok, that's one piece of the marketing puzzle. But despite it all, by a very narrow margin, more than half the room voted to greenlight the ad. [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. And so, with a $7.5 million campaign on the line, Werner hit play and began dancing across the room to the old Motown hit "I Heard it Through the Grapevine.". SW: Barry Kriebel became President of Sunmaid Raisins in February of 1986, one year before Ross Vannelli produced his album, and right as the California Raisins were in liftoff. SW: Yeah, I'm still looking for the pictures. SW: For the packers who did have their own brands and worried Sunmaid was running away with raisin sales, there was another issue. But actually to me, one of the most interesting parts of that story was this little section on the California Dancing Raisins ads from the '80s. Really?'. 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. This was not a formula. Their cover of Marvin Gaye's &, Creative Commons Attribution-ShareAlike License. I will only talk to you, Will.'. "Picture cover". These days, some growers are abandoning ship entirely, ripping out their vineyards and planting almonds instead. SW: And that tax is paying for a campaign that's not even advertising your product! Like, who was allowed to borrow the actual dancing raisins costume CALRAB had? Browse 55 i heard it through the grapevine stock photos and images available, or search for california raisins to find more great stock photos and pictures. 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. It's very successful in that sense. Think you know music? Not so much. California raisins from the California vineyards. SPEAKER THREE: For all that I remember of the California Raisins as characters and the songs and the happy meal toys and all that stuff, it didn't work. 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. So, give them raisins! SW: One of the people who saw that ad was Michael Jackson. He just wanted to make an ad he thought was cool. The California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. And then it clicked on me that it was like, 'oh, this is a real song, like not a California Raisins song.'. You know, what kind of legs does he have so he could do a dance appropriately, does he have oversized shoes, you know, what do they look like? It even led to an unauthorized collectibles guide published in 1998, cataloging the many items based on the clay characters. 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. He's a reporter covering raisins and grapes for one of the trade magazines his family publishes. SPEAKER FIVE: Every time that commercial would come on, my mom would sing and dance to that song. IIIF provides researchers rich metadata and media viewing options for comparison of works across cultural heritage collections. Barrett Strong was the singer. Got 100,000 tons, more sales than you would have if you didn't do this. Losin' you would end my life you see. Raisin farmers rely on good weather and conditions to grow their product. Not much longer would you be mine. See terms. The show would have animated raisins acting as rockstars, and the song, "I heard it through the grapevine," was the California Raisins number-one single. Like, growing up, we had this little figurine in our doll house, and my parents dressed up as them one year for Halloween. And the US, by the way, is the second largest raisin producer in the entire world. Scrobbling is when Last.fm tracks the music you listen to and automatically adds it to your music profile. SW: So a couple of months ago, I read this New York Times article that sort of started it all for me. KB: [counts] 350 versus 244. The problem, FCB's account supervisor said at the time, was that though customers understood the health benefits of raisins, they had emotional connections with various vice products, like cigarettes because of the long-running "Marlboro Man" ads, or beer based on the popular "Miller Time" ads. Okay? Characters Steve and Roger go into a mall representing 1980s culture where they meet the Raisins who proclaim that they are "cursed to live forever. The California Raisin Advisory Board. 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". But were they a success for the raisin industry? RV: And I set it up in the studio exactly how like an old Motown session would be. ', SW: Barry Kriebel was president of Sunmaid at the time. "I Heard It Through the Grapevine Lyrics." [9] Blackthorne Publishing also released a six-issue comic book series entitled The California Raisins 3-D which included 3D glasses; these would later be re-released in the Ultimate Collection trade paperback. Javascript is required to view shouts on this page. They even earned an Emmy nomination! How could this ad that on its surface seems like an unmitigated success also have caused all these other problems? Sarah Wyman is our showrunner. Commissioned by the California Raisin Advisory Board (CALRAB), a trade group of raisin producers in Californias Central Valley, the commercial was part of a multi-million dollar campaign to combat slowing raisin sales. Sign up for notifications from Insider! Find many great new & used options and get the best deals for CALIFORNIA RAISINS: i heard it through the grapevine PRIORITY 7" Single 45 RPM at the best online prices at eBay! Yeah the good news is the industry is at a point where people are working together more than they have historically, at least in the past 20 years or so. The California Dancing Raisins ad has been called one of the best of all time. [19], In 2014, the California Raisins made a cameo appearance in the RadioShack Super Bowl XLVIII commercial "The '80s Called". Label. California Raisins poster vintage 1987 Heard it Through The Grapevine. 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. 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. Lead vocals were sung by musician Buddy Miles. Back in 1987, the president of Priority Records got in touch with Ross, and he asked him to produce an album of Motown hits, sung by the California Raisins. He wrote to Foot Cone and Belding specifically requesting a VHS copy of the ad so he could watch it whenever he wanted to. And it paid for all that buzz with an assessmentor a taxon the raisin industry. A board member said, 'Seth, can you do it again?' And their arms were like small, and they had like little legs. Even if you weren't alive to see the advertisements, TV. SW: The ad agency hired a guy named Will Vinton and his team to take the animated mockup of the ad and turn it into clay animationor, claymation. Some years later, Noel Gallagher stands on a stage strumming his guitar while . So, CALRAB proposed this big advertising campaign, with national TV commercials. 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.". [13], Although popular with the public, the California Raisin campaign eventually failed because its production cost the raisin growers almost twice their earnings. See more ideas about california raisins, raisin, grape vines. And so he says, 'Ok fine. The California Raisins are a fictional rhythm and blues musical group comprised of anthropomorphized raisins. Was the Dancing Raisins ad a success? And this is what I told him. He writes: "The thirty seconds of this commercial seemed like an eternity. Because that's a whole market supply and demand on both the national and international basis. Will Vinton told Seth the hardest part was getting his nose right. SW: But you know who was on that shelf? You're making us put up $32.50 for generic advertising, and Sunmaid's getting the benefit of it. A Saturday morning cartoon series, The California Raisin Show, debuted the following year, but lasted only 13 episodes. With a budget in hand, the agency hired Will Vinton, the Oscar-winning animator who would later trademark the term "Claymation," to help create their vision of dancing raisins. as well as other partner offers and accept our, NOW WATCH: An investment chief at HSBC sees huge trading opportunities outside the US. KB: Couldn't find it! That's what happened. Right or wrong, It depends on wherever the votes are. SW: Kalem says the vote on whether or not to approve the ad was extremely close. But in 1994, the. Get instant explanation for any lyrics that hits you anywhere on the web! SPEAKER EIGHT: And I guess subliminally, it probably worked because I do remember eating raisins as a snack. HARRY OVERLY: I know for a fact that there is animosity that still exists within the industry of what happened back then. I believe it might have been a public service announcement', 'Dear Judy: Generally when you hear from me, a problem is involved. SW: So are the California Raisins coming back, do you thinkthe Dancing California Raisins? I mean. Those California Raisins weren't just in California anymore. Which meant packers couldn't slap a Dancing Raisin on their packaging or use the characters in ads unless they got their idea approved by the board. In 1985, both halves of the industry were funding CALRAB. SW: When the Dancing Raisins ad stopped airing, Sunmaid's share of direct raisin saleslike in boxes on grocery store shelvesactually increased. Everyone is hungering for unity again, they just have to find something to unify around. And he says, even though the Dancing Raisins are long gone, he and the rest of the industry are still dealing with the fallout. There is also some good news though! But, that's not where this story ends. CH: A warship, the USS Pyro, even asked permission to sail with a California Dancing Raisins flag flying high above ahoy mateys! First of all, you've got that family dynamic. CH: I remember those really well. DH: And it turns out, the dancing raisins were especially popular with moms! The Raisins released numerous studio albums in the 1980s, starred in a cartoon series, and were nominated for an Emmy for their 1988 "Meet the Raisins" mockumentary. (981) $9.95. Almost across the board, everyone I spoke to had good things to say about the ad itself. Which wasn't true. [5] The following year, the Raisins appeared in the Emmy Award-winning A Claymation Christmas Celebration, singing the Christmas carol "Rudolph the Red-Nosed Reindeer". First, they provide tools the industry can use to regulate the raisin market. If you have a question relating to the museum's collections, please first check our Collections FAQ. By MailChimp ( Privacy Policy & Terms of use is paying for a campaign that 's not even your! Direction now memorable piece of California 's central valley and Will, keep these guys until. And dance to that song by a very narrow margin, more than! Assessmentor a taxon the raisin market bk: No, what we got him... Have caused all these other problems the option to pay for that space the board, I. Albums california raisins heard it through the grapevine two of which went platinum, at least on TV screens, there have been many, more. Metadata and Media viewing options for comparison of works across cultural heritage.... That would make customers see Raisins differently for raisin production you did n't have industry consensus on TV screens there..., by the way, is the second largest raisin producer in the industry 's to! With moms you see became more serious on a stage strumming his guitar while group comprised of anthropomorphized.... 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