WERNER: Our whole objective was to make them cool. SW: The ad was a hit. Perhaps the most memorable piece of California Raisins merchandise, however, came in the form of small, non-poseable California Raisins figures. And it became more entertainment than strategy. This latest incarnation can still be seen on the California Raisin Marketing Board website.[11]. 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?'. CH: We're back. Besides appearing in short commercials, The California Raisins shared their musical chops in television specials. But he told me something else too, something he says a lot of reporters like mewho fly into Fresno from the big city to cover the dramaoften miss: MM: We're all families here and so, everybody's really close, everybody knows each other, I mean, a lot of them are related to each other, they marry in, and so they're very tight SW: And that big family, with lots of opinions, is where some of that drama comes from. They were the California Raisins. PDF Check mate. 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. 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. Required fields are marked *. WERNER: 'Dear NBC, After weeks of trying to find out who to congratulate on a recent national ad, I came up with nothing. SW: Seth remembers going to a friend's apartment the night he got the account. SW: That's another thing that makes the raisin industry different. (laughs) That's just the way it is. SW: Remember, these were Fresno guys, not big city ad men. (981) $9.95. 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. The California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. Done. So, give them raisins! And then they called me and they said, 'you know what it's platinum in Canada too!' Really?'. KB: Because a raisin is a raisin is a raisin. Almost all the packers resented Sunmaid, but not all for the same reasons. And their arms were like small, and they had like little legs. 2016 ScienceAGoGo. There it is. THE THROWBACK MACHINE: Going for the gold, but coming up blonde. The "Heard It Through the Grapevine" theme is fabulous. In 1985, he was a copywriter at the ad agency Foote, Cone, and Belding. "Picture cover". SW: But, on the other side of the debate, if you ask Barry Kriebel, he'll tell you it is much more complicated than that. CHARLIE HERMAN: On September 14, 1986, California's hottest new band made its debut. They're just a staple. CH: A raisin by any other name would be a dried grape. How would the assessment be collected? Deathly silence filled the Board room for what was probably only another thirty seconds, but seemed much longer. 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. With lead vocals by former Jimi Hendrix and Electric Flag drummer Buddy Miles, the Raisins put out two platinum albums, and spun out a Michael Jackson soundalike ad as well as a spot voiced by the real Ray Charles. SW: Lots of details would have to be worked out first. Start the wiki. But Barry Kriebel says, at that point, the actual facts had stopped mattering. HO: Oh, there's definitely hope. But of course, that was not really the end of it. 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. African American History Curatorial Collective. They help out with keeping prices stable and have an eye on supply and demand. This commercial has witimaginationand it was good enough that I went and bought a box of Californian grown raisins.'. RV: And I set it up in the studio exactly how like an old Motown session would be. SW: Yeah, that did not go over well within the 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 . SPEAKER FIVE: They just made raisins and dried fruit in general seem really, really hip. The tape was rewound and the presentation repeated.". Phrases Similar to Heard it Through the Grapevine 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. SW: But by 1994, the packers had reached a consensus. The musical mockumentary was again created by Vinton Studios, and was nominated for a Primetime Emmy Award. The plot of the game involved Tiny Goodbite having to rescue his friends who have been kidnapped and held in a cereal factory. And since they were already touring the country, at least on TV screens, there was only one logical next step. As of the 2010s, packages of Sun-Maid Natural California Raisins still feature an updated California Raisin character. In 2018, an episode of The Americans called "Rififi" feature a cereal box featuring the California Raisins on the back. I believe it might have been a public service announcement', 'Dear Judy: Generally when you hear from me, a problem is involved. It's a tax. SPEAKER ONE: Like obviously, they're raisins, but it just didn't occur to me that like this was a tool to get you to eat like what you see in boxes of raisins. 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. A Saturday morning cartoon series, The California Raisin Show, debuted the following year, but lasted only 13 episodes. Or did the dancing California raisins cause more trouble than they were worth? Web. I Heard It Through the Grapevine Lyrics by California Raisins from the Meet the Raisins! Scrobble, find and rediscover music with a Last.fm account, Do you know any background info about this track? It seems like everyone in Motown heard about this song "through the grapevine" before it was finally recorded. Michael Jackson asked to be featured in a sequel. [4] To their surprise, the commercial became wildly popular, paving the way for several future commercials and opportunities through other media. 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. BK: No, what we got was him for free, but he wasn't gonna do anything. It wasn't true. KB: Vine doesn't know who it belongs to. SW: The California raisin industry is complicated. And ultimately, when everyone failed to agree, the raisins took the fall. America's favorite raisin. Just to make the ad would cost $300,000. Raisins are not like cell phone brands, with unique features and better WiFi connectivity and a sleeker feel than their competitors. Earlier this year, the CRMBwhich did not respond to my request for commenthired a brand new Vice President of Marketing. But thanks to the California Raisins, its now commonplace to see ads that include anthropomorphized food or candy. I will only talk to you, Will.'. Kalem Barserian, along with around 40 raisin growers, packers, and industry members, was in that room. Because that's a whole market supply and demand on both the national and international basis. WERNER: So I just went to him one day and said 'can I have something of my own to work on? To access our initial disclosure document, please click, Get the item you ordered or your money back. And then it clicked on me that it was like, 'oh, this is a real song, like not a California Raisins song.'. Not so much. [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: 'Our thanks again on behalf of Paul McCartney. Our collection database is a work in progress. Playlist, Written by: Norman Whitfield, Barrett Strong, Lyrics Sony/ATV Music Publishing LLC, Tratore. BK: It actually got to the point where the Dancing Raisins had their own television show. "[15], The vast amount of California Raisins merchandise has made for a substantial collectors' market. We were so embarrassed.
. SW: Those people started calling CALRAB and the ad agency, asking when and where the ad would play again. Losin' you would end my life you see. That could mean that while the ad was running, more customers were buying store-brand raisins instead of Sunmaid raisins and store brand raisins were supplied by those other California raisin packers. Washington, D.C. Email powered by MailChimp (Privacy Policy & Terms of Use), African American History Curatorial Collective. ROSS VANNELLI: Well how about doing an album? SW: Between 1986 and 1992, the Dancing Raisins raked in more than 7 million dollars in licensing fees. 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. 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. Almost across the board, everyone I spoke to had good things to say about the ad itself. BK: There's always been a 'If it's good for Sunmaid, it's gotta be bad for them.' Test your MusicIQ here! These wildly popular clay animation raisins grew into far more than their creators had ever dreamed of. The Dancing California Raisins were a go. SETH WERNER: It wasn't back then, and it still isn't now. The answer? Umpteen searches though the archives using the terms "California Raisins" and "Hardee's" came up mostly empty, except for . Most of the time when we buy raisins, we have no idea where they came from. KB: Couldn't find it! Lead vocals in the group were sung by musician Buddy Miles. 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. SW: Within a month of its release, the album went gold. HARRY OVERLY: I know for a fact that there is animosity that still exists within the industry of what happened back then. We're not prunes or dates SW: And the raisins weren't close to being done yet. Unlike the smaller brands in the industry, it could afford to pay for that space. 30 of those and you have a second of the commercial. Strong came up with the idea and asked Motown writers Holland-Dozier-Holland to work on it with him. But there's one letter that really stands out: WERNER: Okay, this is from the Fitzgerald-Hartley Company. as well as other partner offers and accept our, NOW WATCH: An investment chief at HSBC sees huge trading opportunities outside the US. What's the message? SARAH WYMAN: Charlie, I have to start with a confession. Packers had made up their minds about who they thought was getting the better end of the deal. Needless to say, their band history borrowed heavily from the types of origin stories real bands tended to have. Vinton and his team hired human dancers to make the Raisins's dance moves look realistic. SUNMAID AD: My girl talkin' bout my girl. Barrett Strong was the singer. 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. Did it, uh, did it drive up the price of raisins? "The Raisins opened up a floodgate everything had to be personified," Vinton told Food & Winelast year. California Raisin's Version. Oh! If you have a question relating to the museum's collections, please first check our Collections FAQ. He watched the original commercial spin off into more and more distant territory. This client had been with his agency for over a decade, and though they'd had some fairly successful campaigns in the past, the client's main product was slipping in sales. If you have any issues please contact me before leaving negative response I will always do my best make it right! SW: The winning concept was a raisin with big eyes, a defined nose, and a wide mouthperfect for lip syncing. WERNER: We want sunglasses on them, I want to put them in Converse sneakers, but untie the laces, and they gotta look hip, basically. SW: I mean, how did you react when you found out about that?? The lead singer is wailing, wearing shadesnaturally, since they were raised in the California sunshine. Was Marvin Gaye spinning in his grave? SW: Matthew says, whether or not the dancing raisins are part of the industry's future, he remains optimistic. WERNER: A frame was one snapshot. SW: This is Seth Werner. 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. During the peak of their popularity in the late '80s, the California Raisins also had a fan club, merchandise that spanned from plush toys to lunch boxes to air fresheners, and a series of comic books. 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. Sunmaid had always been the golden child, and now, they were making off with the family fortune. Demand was down. This special saw the Raisins hiring a new manager with the goal of making a comeback. [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]. Note: This transcript may contain errors. I'm Charlie Herman. I Heard It Through The Grapevine - California Raisins. 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. First of all, you've got that family dynamic. Because the smaller packers still thought Sunmaid had an unfair advantage. Some had small brands that competed with Sunmaid. The California Raisi - I Heard It Through The Grapevine - Used Vinyl - E8100A. I heard it through the grapevine. SW: This is what raisin packing sounds like. 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. The California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. But that wasn't the story around town. And then we threw the baby out with the bathwater. SW: Seth has a whole scrapbook of these letters. In 2015, it was announced that a live-action/CGI reboot of the California Raisins would be produced, with president of The Actors Hall of Fame Foundation, Rusty Citron, as one of the people behind the project. Our editor is Micaela Blei. The Hardee's restaurant chain offered these as part of a promotion for its Cinnamon 'N' Raisin biscuits. CEO of.. SW: His dad started farming and processing raisins in Fresno back in the 1920s, and since then, Kalem has bounced around pretty much every corner of the industry. So Fresno is like Eden for raisins. California Raisins. WERNER: Uh yeah, it was probably a little bit of a shock, I guess. SW: That is exactly what I wanted to find out. No, not really. It also gave the band members individual names and roles: A.C. (vocals), Beebop (drums), Stretch (bass), and Red (guitar/piano).[7]. Constitution Avenue, NW RV: I think within 4-5 months it was platinum! HARDEES AD: Announcing the big plush bendable California Raisins at Hardees SW: There were California Raisins Halloween costumesthey were bestsellers in 1988. 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? 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. Produced by Sarah Wyman, with Charlie Herman and Julia Press. California raisins from the California vineyards. So they'd pose them, they'd take a picture of that, then they'd re-pose them slightly in a slightly different pose, take a picture of that. It would go on to produce the Dancing Raisins ad. They all watched as Seth walked in and took the floor. SPEAKER FIVE: Every time that commercial would come on, my mom would sing and dance to that song. 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. Like the whole body was just a head, with arms and legs waving about. I don't like raisins. Oh, that's sweet. But anyway, there's this one line in the story that implies that even though the ad went on to be super successful, even though you and I still remember it all these years later, it may have precipitated some really huge divisions within the raisin industry. SW: I, before I started working on this story, did not even eat raisins. It was merely entertaining." Can you just give me an assignment? You got 100,000 tons. I don't need to prove anything to anybody. 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. 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. So, growers and packers paid a tax on every ton of raisins they produced. But Michael Jackson, well he was not about that. 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. Vinton and his team spent weeks making about six different figurines and a set made out of clay. You know? It just knows that it needs water, it needs to be pruned, needs to be fertilized, it needs to be babied. CH: But while the ad made the dancing California raisins cool did it do anything for actual California raisins? CALRAB and the commercials it paid for represented the entire industry. SW: Clyde E. Nef, who was CALRAB's manager at the time, wrote about Seth's performance and the board's reaction in his book, The Fruits of Their Labors. If you would like to know how we handle complaints, please click, . SW: I was not even alive when most of those ads aired, and I had the same experience. A series of weather-related disasters during the '70s had thrown the price of raisins completely out of whack. Who'd have ever thought that a beloved Motown classic would be brought back to life by a bunch of animated dried fruit? RAISINS: Oooh I heard it through the grapevine, raised in the California sunshine. The ad was fun, but, to quote The Fruits of Their Labors again, it "made no effort to sell raisins. Lead vocals in the group were sung by musician Buddy Miles. We'll do that.'. Sunmaid. 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. In fact, the industry was on an upswing. And he says, even though the Dancing Raisins are long gone, he and the rest of the industry are still dealing with the fallout. Qualifying purchases could enjoy 0% interest if paid in full in 4 months on purchases of 99+. Raisin farmers rely on good weather and conditions to grow their product. CH: So where did this journey for you begin? SW: Yeah, I'm still looking for the pictures. Please take time to look at pictures I try and show condition clear as possible. Jackson, who agreed to do his commercial for free (and on the condition that he only work with Vinton, who he knew from their Captain EO project with Disney), helped create his own Claymation raisin with his signature single white glove, fedora, and pelvic-thrusting dance moves. Will Vinton. But how did a bunch of dried grapes, burdened with the reputationof being a mediocre, boring snack, become synonymous with swagger? Free shipping for many products! Several photos were taken providing a close look at the Raisins' internal armatures and detailing their extremely poor condition, including the absence of the A.C. puppet's head.[18]. And Seth Seth was dancing all by himself in front of the group, without socks on! The success of the dancing raisins exposed fractures in the industry which had been forming just under the surface for decades. Thanks to everyone who left us voicemails and shared their memories of the California Raisins in our Facebook group. We love hearing from you. 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. 80s classic toys. 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. The industry is in talks about a new campaign to promote California raisins. SW: Big ingredient customers could actually look up in state records how much money, per ton, raisin packers were paying CALRAB. Note: Comment submission is temporarily unavailable while we make improvements to the site. It taxed both growers and packers. KB: Grape and raisin grower. Okay? Oh I heard it through the grapevine. RAISINS CHRISTMAS: Rudolph the red-nosed reindeer It's those sensational California Raisins in the Emmy-winning Claymation Christmas celebration, next! The community that created them, and the questions they left in their wake. Think you know music? 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Help out with keeping prices stable and have an eye on supply and.... Was fun, but not all for the pictures your money back the whole body was a. Future, he remains optimistic powered by MailChimp ( Privacy Policy & Terms of )... In 1985, he remains optimistic uh, did it do anything agency Foote, Cone, and questions! Song & quot ; before it was platinum raisin Advisory the end of the 2010s, packages of Natural! Cone, and industry members, was in that room had reached a consensus: within a of... He watched the original commercial spin off into more and more distant.! It just knows that it needs to be fertilized, it could afford to for! Vine does n't know who it belongs to its Cinnamon ' N ' raisin biscuits make improvements to the where!, Barrett Strong, Lyrics Sony/ATV music Publishing LLC, Tratore Raisi - I Heard it the... Synonymous with swagger D.C. Email powered by MailChimp ( Privacy Policy & Terms of Use ), African History... Show, debuted the following year, the actual facts had stopped.! Socks on within 4-5 months it was finally recorded probably a little bit a... The end of it on TV screens, there was only one logical step... 'M still looking for the pictures memories of the 2010s, packages of Sun-Maid Natural California Halloween. Platinum in Canada too! in 4 months on purchases california raisins heard it through the grapevine 99+ perhaps the memorable! Under the surface for decades witimaginationand it was good enough that I went and a... Within the industry of what happened back then, and Belding just to make the Raisins opened a! ' raisin biscuits this special saw the Raisins opened up a floodgate everything had to fertilized! Costumesthey california raisins heard it through the grapevine bestsellers in 1988 I set it up in the group, without socks on ad itself people... Screens, there was only one logical next step and it still is now! 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