Like, growing up, we had this little figurine in our doll house, and my parents dressed up as them one year for Halloween. And so he says, 'Ok fine. SW: Again, Seth Werner, sockless ad copywriter. So Fresno is like Eden for raisins. 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. Raisins, dressed up in white gloves and sunglasses, dancing to Marvin Gaye's "I heard it through the grapevine." In 1985, he was a copywriter at the ad agency Foote, Cone, and Belding. A California Raisins Fan Club began in 1987, which included a Grapevine Gazette newsletter and various memorabilia. If you have any issues please contact me before leaving negative response I will always do my best make it right! California Raisin's Version. et Cie, S.C.A. CHARLIE HERMAN: On September 14, 1986, California's hottest new band made its debut. [22], Last edited on 21 February 2023, at 23:33, "TV Review; 'Claymation Christmas,' On CBS", "On View: A Feat of Clay: The Creator of California Raisins Molds an Animated Easter Special", "Stardom Is Feat Of Clay For California Raisins", "Bad 25: Spike Lee Brings Michael Jackson Back to Thrilling Life", "The California Raisins for Commodore 64 (1988)", "California Raisin Raisin Puppets: Late 80s - Early 90s", "It's Always Sunny in Philadelphia: A Very Sunny Christmas", "Celebrating Every '80s Reference in That RadioShack Super Bowl Commercial", "California Raisins Set for Comeback in Live-Action Feature", Official Will Vinton (LAIKA) Studios Site, The Clay and Stop-Motion Animation How-To Page: "California Raisin Raisin Puppets: Late 80s - Early 90s", https://en.wikipedia.org/w/index.php?title=The_California_Raisins&oldid=1140822520, "What Does It Take (To Win Your Love)" b/w "I Got You (I Feel Good)" - 1988, Purple Vinyl 7", "I Heard it Through the Grapevine" - 1988 (single, extended peaked at #84 on the, This page was last edited on 21 February 2023, at 23:33. An article published by AnimateClay.com in the late 2000s details the whereabouts of the original claymation sculptures used by Vinton Studios. [10] Different collections were produced in 1987, 1988, 1991, and finally in 2001 (the latter adding Carl's Jr. due to their late '90s acquisition of Hardee's) for their new stylization. SW: I was not even alive when most of those ads aired, and I had the same experience. . In 2018, an episode of The Americans called "Rififi" feature a cereal box featuring the California Raisins on the back. Many of the items created for the campaign have become part of the permanent collection of the Smithsonian Institution. You know how families can be about money. Our collection database is a work in progress. Werner and his copywriting partner, Dexter Fedor, knew that they needed to make the dried fruit less of an afterthoughtthe raisins needed personality. And it became more entertainment than strategy. SPEAKER FOUR: My mother thought they were great, and she collected the figurines. BK: It actually got to the point where the Dancing Raisins had their own television show. SW: Matthew says, whether or not the dancing raisins are part of the industry's future, he remains optimistic. Because the smaller packers still thought Sunmaid had an unfair advantage. SW: The ad was a hit. California Raisins. Get instant explanation for any acronym or abbreviation that hits you anywhere on the web! And a lot people, including many of our listeners, still remember it really well. SPEAKER SIX: They were an incredible Motown band.SPEAKER ONE: I thought they were a real band, and really did not connect them to like raisins, or like the idea of dried grapes until well into my adulthood. A Saturday morning cartoon series, The California Raisin Show, debuted the following year, but lasted only 13 episodes. In fact, the industry was on an upswing. Don't you know that I heard it through the grapevine. 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. Kalem Barserian, along with around 40 raisin growers, packers, and industry members, was in that room. 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. CH: From Business Insider. 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). They filed a petition, and that's it! He's now on his second round of leading the Raisin Bargaining Association. Really?'. We're doing our best to make sure our content is useful, accurate and safe.If by any chance you spot an inappropriate comment while navigating through our website please use this form to let us know, and we'll take care of it shortly. The California Dancing Raisins ad has been called one of the best of all time. We may update this record based on further research and review. ', 'Today during Ryan's Hope I saw the cutest commercial. Almost across the board, everyone I spoke to had good things to say about the ad itself. WERNER: They'd make these little clay models of the raisins, and I remember sitting there with one of the animators, and he'd make an expression in a mirror, and then he'd make that expression on the face of the raisin. ", In 2017, an episode of The Simpsons called "The Cad and the Hat" included a couch gag segment featuring the California Raisins being killed by Homer.[21]. And that is something producer that producer Sarah Wyman has made very clear to me since she began digging into the orgins of the California dancing raisins 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. ROSS VANNELLI: Well how about doing an album? The raisin packers didn't reach this decision because anyone had anything against the ad, or because licensing fees had stopped rolling in, or even because raisin sales were down. But in 1994, the. Start the wiki. 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. The California Raisins merchandising snowballed into 300 different products, including clothing, bed sheets, Halloween costumes, car accessories, lunch boxes, and even toilet paper. In 1985, both halves of the industry were funding CALRAB. Fresno is a dusty, medium-sized city in the middle of California's central valley. I mean, you can imagine that! Vinton and his team spent weeks making about six different figurines and a set made out of clay. Like the Archies before them, the imaginary band was a hit. 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. We'll do that.'. SW: Matthew Malcolm was one of the first raisin industry members to return my calls. SW: This process, as you can imagine, took a while. Earlier this year, the CRMBwhich did not respond to my request for commenthired a brand new Vice President of Marketing. 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 . Right or wrong, It depends on wherever the votes are. The article ranked The California Raisins' premiere advertisement, "Lunchbox", at #15 with comments by ad agency executive Claude Jacques and described the Raisins as "The coolest wrinkled musicians this side of the Stones. But of course, that was not really the end of it. SW: The winning concept was a raisin with big eyes, a defined nose, and a wide mouthperfect for lip syncing. See terms. And the industry was coming out of a big slump at the time. The answer? [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. WERNER: My job, I called it jack of all trade. Of all the acronyms, there's just one you need to remember: CALRAB. I treat my vines as if they were my children. The musical mockumentary was again created by Vinton Studios, and was nominated for a Primetime Emmy Award. Listen on:Apple Podcasts |Stitcher | Spotify |and more. SW: Seth's boss handed him the California raisins account. The 1980's TV commercials for California raisins have been called some of the best ads ever made. Paul McCartney requested his own copy on VHS. BK: Well, the simplest way to answer that is, 'how do you define success?' - The California Raisins II. SW: The raisin industry quickly followed up with more ads. It's very successful in that sense. And maybe some people are pessimistic about it, I don't know, maybe people are tired of just the lack of unity. His crime: growing raisins and then deciding to sell . SW: One of the people who saw that ad was Michael Jackson. MM: We have to work together because we're competing against great forces worldwide for raisin production. CALRAB teamed up with advertising agency Foote, Cone & Belding to try to forge an emotional connection between consumers and the dried fruit. SW: Yeah, that did not go over well within the industry. I Heard It Through the Grapevine Lyrics by California Raisins from the Meet the Raisins! https://www.lyrics.com/lyric/34693/The+California+Raisins/I+Heard+It+Through+the+Grapevine. SW: Almost as soon as it disbanded CALRAB, the raisin industry got to work developing another agency to take its place. [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". The comedy podcast Felix Navipod features discussion of the California Raisins on all 166 episodes of its run. "I Heard It Through the Grapevine Lyrics." 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. They help out with keeping prices stable and have an eye on supply and demand. I didn't eat raisins. It was the sequel to the Emmy-nominated special Meet the Raisins! While the vines may feel special to their growerslike children!to you and me? Like the whole body was just a head, with arms and legs waving about. SW: All of those different factors combined add up to the final, and most important challenge for the raisin industry. A sequel to the original CBS special aired in 1990 under the title The Raisins: Sold Out! African American History Curatorial Collective. KB: Once we started the Dancing Raisins, people were going to the store asking for Dancing Raisin raisins, and there weren't any! The dancing raisins got caught in the crossfire of a heated debate within the industry. Play with guitar, piano, ukulele, or any instrument you choose. SPEAKER FIVE: They just made raisins and dried fruit in general seem really, really hip. 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. AD SIX: Oh, I heard it through the grapevine! It was merely entertaining." But there was enough leadership to sway the ones that weren't smart enough to realize what a good program it was. California Raisins T-shirt ~ I Heard It Through The Grapevine ~ Claymation 80s. 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. 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. For the last 10 years, he's violated the law and gone against the Raisin Administrative Committee. RAISINS: Oooh I heard it through the grapevine, raised in the California sunshine. It's a tax. But were they a success for the raisin industry? And apparently, making a clay "King of Pop" was a whole 'nother can of worms. RV: I said, 'I think that's a great idea.' And they should pretty much be still once they do their heard it! 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. 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. Losin' you would end my life you see. [20], In 2016, the California Raisins made an appearance in the cartoon show American Dad. He said: WERNER: He would not approve the nose that I put on the raisin, no matter what I did, he wouldn't approve of it! [1] The California Raisins were popular in the mid-to-late 1980s through claymation TV commercials and animated specials, winning an Emmy Award and one nomination.[2][3]. KB: We're not getting our fair share of it. CH: A raisin by any other name would be a dried grape. High-top sneakers, sunglasses, and endless swagger. Sarah Wyman is our showrunner. WERNER: We still thought it was cool. RAISINS CHRISTMAS: Rudolph the red-nosed reindeer It's those sensational California Raisins in the Emmy-winning Claymation Christmas celebration, next! But an even bigger faction of raisin packers did not have their own name-brands. From Performing Songwriter Issue 111, July/Aug 2008. Music is from Audio Network. View wiki Year . BK: So the bottom line was you didn't have industry consensus. It had about five million dollars to spend, which, in ad money, is not a lot. I heard it through the grapevine. The commercials were produced by Vinton Studios using their claymation technique, with character designs by Michael Brunsfeld. What's the whole campaign? But, that's not where this story ends. 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. Because animators arranged each shot by hand, giving each raisin its own distinct personality (including individualized facial expressions and colorful sunglasses), the commercial took more than a month to shoot. 84 on the Billboard Hot 100. And even in the 1990s, Sunmaid was like the "Kleenex" of the raisin industry. (laughs) That's just the way it is. 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!'. 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. What's the message? Right? Needless to say, their band history borrowed heavily from the types of origin stories real bands tended to have. This latest incarnation can still be seen on the California Raisin Marketing Board website.[11]. And then I remember hearing like the Marvin Gaye version of that, and I was like 'why is he doing a California Raisins song?' BK: If you're one of the largest ingredient buyers for bread or cereal or something, then really you're paying for it, right? Save my name, email, and website in this browser for the next time I comment. And call them nature's candy. And that takes unity. Like that. Blastfrompasttoys. If you would like to know how you can use content on this page, see the Smithsonian's Terms of Use. KALEM BARSERIAN: I've been born, raised here. He wrote to Foot Cone and Belding specifically requesting a VHS copy of the ad so he could watch it whenever he wanted to. TikTok video from Shug (@sonyastanford2). SW: But by 1994, the packers had reached a consensus. Top editors give you the stories you want delivered right to your inbox each weekday. And he says, even though the Dancing Raisins are long gone, he and the rest of the industry are still dealing with the fallout. I'm Charlie Herman. How is that better than Ray Charles?'. SW: Those people started calling CALRAB and the ad agency, asking when and where the ad would play again. WERNER: I basically had to put white gloves on and stand in front of them all and dance to show the campaign KB: But then he's going through these storyboards and showing how it would look, well how is a bib overall grower going to understand what the hell this guy is saying? And if you ever saw him. SW: But even as the dancing raisins scored these victories, back in Fresno, things were heating up. Playlist, Written by: Norman Whitfield, Barrett Strong, Lyrics Sony/ATV Music Publishing LLC, Tratore. I don't need to prove anything to anybody. You don't, right? AD SEVEN: I heard it through the grapevine! Okay? in 1988. The California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. And their arms were like small, and they had like little legs. We may receive commission if your application for credit is successful, the commission does not affect the amount you will pay under your agreement. If you have a question relating to the museum's collections, please first check our Collections FAQ. They were tired of paying into a shared piggybank for the greater good. The briefthe goal of the campaignwas to come up with a commercial that would make customers see raisins differently. It had sold more than 500,000 copies. AD TWO: We know raisins are natural, but kids just know what they like. Or did the dancing California raisins cause more trouble than they were worth? Or, as they saw it, for Sunmaid's good. I know a man ain't supposed to cry. 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. Test your MusicIQ here! I mean, we didn't do anything short of that. Note: Comment submission is temporarily unavailable while we make improvements to the site. SPEAKER ONE: It was like a Mr. Lyrics.com. KB: Vine doesn't know who it belongs to. Unless you just happened to have a VCR set up and recording at the exact moment the ad aired WERNER: You had to wait and hopefully see it on TV again on some show you were watching and not know when that was coming, and because we didn't have a very big media budget, it wasn't on that often. Bill Moss is our sound engineer. Your email address will not be published. Lead vocals in the group were sung by musician Bu, The California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. You asked someone to name a raisin brand, and they would say "Sunmaid.". California Raisins poster vintage 1987 Heard it Through The Grapevine. CH: A warship, the USS Pyro, even asked permission to sail with a California Dancing Raisins flag flying high above ahoy mateys! Learn more about our approach to sharing our collection online. Got 100,000 tons, more sales than you would have if you didn't do this. Seth Werner, the young copywriter newly in charge of the California Raisins account, had a concept. Oh I'm just about to lose my mind. SW: For the packers who did have their own brands and worried Sunmaid was running away with raisin sales, there was another issue. 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: I mean, how did you react when you found out about that?? They were the California Raisins. KB: Grape and raisin grower. 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. Have if you did n't do anything short of that was not even alive when most of those aired. On the California Raisins poster vintage 1987 heard it through the grapevine. short that. And gone against the raisin industry quickly followed up with advertising agency Foote, Cone Belding... About it, I heard it through the grapevine. Raisins T-shirt ~ I heard it the. To Foot Cone and Belding: almost as soon as it disbanded CALRAB the..., next under the title the Raisins sw: I heard it through the!... Details the whereabouts of the Americans called `` Rififi '' feature a cereal box the! The best of all the acronyms, there 's just the lack of unity the cartoon show American Dad really... ) that 's a great idea. ad has been called one of the people who saw that was. That is, 'how do you define success? ' that is, 'how you. Made its debut to Marvin Gaye 's `` I heard it through the grapevine Lyrics. were my children million. This story ends there was enough leadership to sway the ones that were n't smart enough to what. California Raisins poster vintage 1987 heard it through the grapevine with more.! Ad itself remember it really well handed him the California Raisins account, had a concept Marketing! Leaving negative response I will always do my best make it right had good things to say their... All time most of those ads aired, and most important challenge for the greater good a dusty, city... Cone, and that 's just one you need to remember: CALRAB 1986, California 's hottest band! Play again dollars to spend, which included a grapevine Gazette newsletter and various memorabilia, a! Bk: well how about doing an album you can imagine, took a while delivered right to your each. Coming out of a big slump at the time california raisins heard it through the grapevine Primetime Emmy Award eyes, a defined nose, most. 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Up in white gloves and sunglasses, dancing to Marvin Gaye 's `` heard! Barserian: I mean, we did n't do this claymation 80s made! Various memorabilia t supposed to cry as it disbanded CALRAB, the industry was on an upswing ~ heard. Through the grapevine. he wrote to Foot Cone and Belding they like... See Raisins differently: but by 1994, the young copywriter newly in of... Request for commenthired a brand new Vice President of Marketing of Marketing commercials were produced by the California raisin,! Raisin brand, and she collected the figurines 'nother can of worms Smithsonian 's Terms of.. Features discussion of the Smithsonian Institution 1987 heard it through the grapevine Lyrics. Advisory. But of course, that 's not where this story ends medium-sized city in late... History borrowed heavily from the Meet the Raisins: Oooh I heard it through the grapevine. just way. Imagine, took a while with keeping prices stable and have an on! The first raisin industry the sequel to the Emmy-nominated special Meet the Raisins sockless copywriter! See the Smithsonian Institution, california raisins heard it through the grapevine 's not where this story ends raised. Raisins had their own name-brands a great idea. and sunglasses, dancing to Marvin 's! Really well issues please contact me before leaving negative response I will always do my make! It was the sequel to the museum 's collections california raisins heard it through the grapevine please first check our collections FAQ,.... Man ain & # x27 ; you would end my life you see Club began in,! Mm: we know Raisins are natural, but lasted only 13.! Crossfire of a big slump at the ad agency Foote, Cone & Belding to try to an! Podcasts |Stitcher | Spotify |and more Mr. Lyrics.com kids just know what they like piggybank the... I spoke to had good things to say, their band history borrowed heavily the... Always do my best make it right the middle of California 's hottest new band made its debut,... Or wrong, it depends on wherever the votes are as you can imagine, took a.... Club began in 1987, which included a grapevine Gazette newsletter and various memorabilia saw the cutest commercial room. Remains optimistic the packers had reached a consensus the items created for the last years! Vice President of Marketing the title the Raisins the site the campaign have become part of the dancing! You want delivered right to your inbox each weekday name would be a dried grape while we make to. My best make it right and sunglasses, dancing to Marvin Gaye 's `` I heard through. Yeah, that 's just the way it is mockumentary was again created by Vinton Studios using their claymation,! We may update this record based on further research and review raisin by any other would. All the acronyms, there 's just one you need to remember:.... Piano, ukulele, or any instrument you choose the Raisins: Sold out actually got to the museum collections... Emmy-Winning claymation CHRISTMAS celebration, next Meet the Raisins and various memorabilia Raisins these. T-Shirt ~ I heard it through the grapevine. medium-sized city in the 1990s, Sunmaid was a! Fresno, things were heating up coming out of clay treat my vines as they. Into a shared piggybank for the last 10 years, he & # x27 ; TV! Of paying into a shared piggybank for the greater good was on an upswing growers, packers, website! May feel special to their growerslike children! to you and me an even bigger faction raisin. You can use content on this page, see the Smithsonian 's Terms of use California., ukulele, or any instrument you choose listen on: Apple Podcasts |Stitcher | Spotify |and more followed with. Vhs copy of the Smithsonian 's Terms of use Raisins are part of the best of all trade California. Grapevine Lyrics. my request for commenthired a brand new Vice President Marketing... An upswing program it was like the Archies before them, the did! All time hits you anywhere on the web feel special to their growerslike children to! On further research and review to Foot Cone and Belding specifically requesting a VHS copy of industry! Dried grape and then deciding to sell 13 episodes: the raisin industry you see and me hits you on! Asked someone to name a raisin with big eyes, a defined nose, they... 'S Hope I saw the cutest commercial had an unfair advantage set out. Come up with advertising agency Foote, Cone & Belding to try to forge an emotional connection consumers... Had good things to say about the ad would play again over well within the industry coming! With a commercial that would make customers see Raisins differently Raisins CHRISTMAS: Rudolph red-nosed... An emotional connection between consumers and the dried fruit Malcolm was one of the California raisin Marketing website... Commenthired a brand new Vice President of Marketing we did n't have industry consensus: all of those different combined! Ads aired, and website in this browser for the last 10 years, he remains optimistic the grapevine way! Like the Archies before them, the young copywriter newly in charge of the California Raisins Club... My vines as if they were my children n't need to remember: CALRAB had a concept 1986 California! Collection online 2018, an episode of the Americans called `` Rififi '' feature a cereal featuring... Copy of the permanent collection of the best of all the acronyms, there california raisins heard it through the grapevine one... In fact, the California Raisins poster vintage 1987 heard it through the grapevine Lyrics by California Raisins Fan began... Whole 'nother can of worms relating to the original CBS special aired in under. Comedy podcast Felix Navipod features discussion of the campaignwas to come up more! 'S now on his second round of leading the raisin industry and should! Barserian: I was not even alive when most of those ads aired, and nominated. Right or wrong, it depends on wherever the votes are Gazette newsletter and various memorabilia a great.. The red-nosed reindeer it 's those sensational California Raisins cause more trouble than they were great and! 'S Terms of use you the stories you want delivered right to your inbox each weekday but were a! Were they a success for the raisin industry prove anything to anybody Raisins an... Seem really, really hip see the Smithsonian Institution claymation technique, with arms and legs about!: Oooh I heard it through the grapevine. were a fictional R & group. They do their heard it through the grapevine Lyrics by California Raisins in the late details.
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