Sales of raisins themselves increased 20 percent after the first commercial. SPEAKER FIVE: Every time that commercial would come on, my mom would sing and dance to that song. But thanks to the California Raisins, its now commonplace to see ads that include anthropomorphized food or candy. But I think we're heading in a positive direction now. The tape was rewound and the presentation repeated.". But in terms of its impact on the industry it depends on who you ask. I said, 'Ok, that's one piece of the marketing puzzle. A Saturday morning cartoon series, The California Raisin Show, debuted the following year, but lasted only 13 episodes. Ended: 27 Feb, 2023 23:10:08 GMT. We love hearing from you. Free shipping for many products! I don't need to prove anything to anybody. Oh I'm just about to lose my mind. If you require a personal response, please use ourContact page. 2023. Year . This is Brought to you by Brands you know, stories you don't. 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 eyebrows, stylish shoes, and the slickest dance moves since the Chiquita Banana shimmied into advertising in the 1940s. The success of the dancing raisins exposed fractures in the industry which had been forming just under the surface for decades. And then, job number two: they work on public relations and marketing for the entire raisin industry. VINTAGE THE CALIFORNIA RAISINS 1987 YELLOW PLASTIC LUNCHBOX WITH THERMOS, California Raisins Trumpet Figure 1988 Applause Calrab 80s PVC Vintage, CALIFORNIA RAISINS RUDY BAGAMAN, BANANA WHITE & LICK BROCCOLI FIGURES (JES33). I Heard It Through the Grapevine Lyrics by California Raisins from the Meet the Raisins! 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. CHARLIE HERMAN: On September 14, 1986, California's hottest new band made its debut. If you have a question relating to the museum's collections, please first check our Collections FAQ. Because, in Fresno, California Raisins has always meant something bigger than a couple of claymation figurines singing "I Heard It Through the Grapevine.". 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. You got 100,000 tons. They were the California Raisins. MICHAEL BRUNSFELD: The first step in this was we need somebody to create some raisins that are going to dance around. You're over. Lead vocals in the group were sung by musician Buddy Miles. Kalem Barserian, along with around 40 raisin growers, packers, and industry members, was in that room. [6] Got 100,000 tons, more sales than you would have if you didn't do this. The "Heard It Through the Grapevine" theme is fabulous. Web. So, give them raisins! Scrobbling is when Last.fm tracks the music you listen to and automatically adds it to your music profile. WERNER: 'Our thanks again on behalf of Paul McCartney. RV: I said, 'I think that's a great idea.' 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. The California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. I treat my vines as if they were my children. And the industry was coming out of a big slump at the time. They were tired of paying into a shared piggybank for the greater good. HARDEES AD: Announcing the big plush bendable California Raisins at Hardees SW: There were California Raisins Halloween costumesthey were bestsellers in 1988. And even in the 1990s, Sunmaid was like the "Kleenex" of the raisin industry. SARAH WYMAN: Charlie, I have to start with a confession. They filed a petition, and that's it! The California Raisins were a fictional rhythm and blues animated musical group as well as advertising and merchandising characters composed of anthropomorphized raisins. RV: Oh no, to me it at one point it kind of went beyond that. CH: I remember those really well. 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. Was the Dancing Raisins ad a success? And then on top of that, this article also made mention of a raisin mafia, along with allegations of death threats!? 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!'. If you require a personal response, please use ourContact page. We were so embarrassed. Umpteen searches though the archives using the terms "California Raisins" and "Hardee's" came up mostly empty, except for . MM: At every industry meeting I go to, it seems like someone's asking, some raisin grower's asking 'are you ever going to bring the raisin, dancing raisins back?' But of course, that was not really the end of it. 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. Matthew has observed his fair share of contentious industry meetings. View wiki Lead vocals were sung by musician Buddy Miles. SW: I, before I started working on this story, did not even eat raisins. And call them nature's candy. Test your MusicIQ here! Their cover of Marvin Gaye's "I Heard It Through The Grapevine" peaked at #84 on the Billboard Hot 100 in 1988. Some had small brands that competed with Sunmaid. That's what happened. 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 First of all, you've got that family dynamic. KALEM BARSERIAN: I've been born, raised here. And that takes unity. He's written songs for bands like Earth, Wind and Fire, the Gap Band, and more recently, he's done covers with Kanye West. He just wanted to make an ad he thought was cool. 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. KB: Couldn't find it! Deathly silence filled the Board room for what was probably only another thirty seconds, but seemed much longer. Harry Overly became the new president of Sunmaid in 2017. 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. If there's anything we can do for you, please give me a call'. BK: So the bottom line was you didn't have industry consensus. Several California Raisins music albums were also released, featuring classic Motown and rock standards. Start the wiki. Play with guitar, piano, ukulele, or any instrument you choose. And so he says, 'Ok fine. SW: Again, Seth Werner, sockless ad copywriter. Fresno is a dusty, medium-sized city in the middle of California's central valley. If you would like to know how you can use content on this page, see the Smithsonian's Terms of Use. And then I remember hearing like the Marvin Gaye version of that, and I was like 'why is he doing a California Raisins song?' From Performing Songwriter Issue 111, July/Aug 2008. 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. Would everyone contribute to the cost of an ad campaign? 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. SW: His boss had him working mostly on trade adsstuff for industry publications not the kind of campaigns you or I would ever see in a commercial or on a billboard. And now they are all I can think about!! It taxed both growers and packers. . SW: Seth has a whole scrapbook of these letters. 84 on the Billboard Hot 100. 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. If you need to request an image for publication or other use, please visit Rights and Reproductions. And then we threw the baby out with the bathwater. The band broke up. Is it that people remember it? Perhaps the most memorable piece of California Raisins merchandise, however, came in the form of small, non-poseable California Raisins figures. 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. 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. WERNER: A frame was one snapshot. You asked someone to name a raisin brand, and they would say "Sunmaid.". 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. "The Raisins opened up a floodgate everything had to be personified," Vinton told Food & Winelast year. But that little piece of fruit is anything but dry and boring. Okay? [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. 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. Right or wrong, It depends on wherever the votes are. SUNMAID AD: My girl talkin' bout my girl. I mean. 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. In order to be successful, this big "family" has to work together. 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. Concept illustrations of the Raisins were also featured as interviewees discussed the characters' creation.[17]. 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. The face took up most of the raisin's body MB: And then there was little wrinkles here and there, but the more you emphasize that, the more it looked, you know, kind of like a weird prune. Packers had made up their minds about who they thought was getting the better end of the deal. The Hardee's restaurant chain offered these as part of a promotion for its Cinnamon 'N' Raisin biscuits. And that might be part of why some raisin packers felt like this all boiled down to: "it's us versus Sunmaid.". If you would like to know how you can use content on this page, see the Smithsonian's Terms of Use. 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]. What's the message? SW: That is exactly what I wanted to find out. Artist. CALRAB and the commercials it paid for represented the entire industry. Or, as they saw it, for Sunmaid's good. SPEAKER FOUR: I loved those commercials as a kid, they were so cool. SPEAKER THREE: They sang we three kings with also these camels that were all claymation. WERNER: Well, you know, we were at this point, we were like what else is new. AD TWO: We know raisins are natural, but kids just know what they like. And then they called me and they said, 'you know what it's platinum in Canada too!' 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. I mean, we didn't do anything short of that. This commercial has witimaginationand it was good enough that I went and bought a box of Californian grown raisins.'. [4] To their surprise, the commercial became wildly popular, paving the way for several future commercials and opportunities through other media. McCartney. SW: But by 1994, the packers had reached a consensus. 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. Hey Sarah. HARRY OVERLY: I know for a fact that there is animosity that still exists within the industry of what happened back then. SPEAKER ELEVEN: We watched it in art class when I was in elementary school. SW: For the packers who did have their own brands and worried Sunmaid was running away with raisin sales, there was another issue. Sheet Music Thanks to everyone who left us voicemails and shared their memories of the California Raisins in our Facebook group. If you have any issues please contact me before leaving negative response I will always do my best make it right! 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. SW: Back in Fresno, the raisin growers and packers watched with amazement as the Dancing Raisins turned into superstars. A board member said, 'Seth, can you do it again?' But back in 1994, almost ten years after the first dancing raisins ad aired, that good feeling was nowhere to be found. 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. 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. 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. Michael Jackson asked to be featured in a sequel. 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. 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. 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. Lead vocals in the group were sung by musician Buddy Miles. I will only talk to you, Will.'. https://www.lyrics.com/lyric/34693/California+Raisins/I+Heard+It+Through+the+Grapevine. [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". 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. California Raisins. They even earned an Emmy nomination! But as that money flowed back into CALRAB's coffers, the disagreements became more serious. Michael Jackson asked to be featured in a sequel. On the table below them. And this is what I told him. Potato head, but a raisin. It just knows that it needs water, it needs to be pruned, needs to be fertilized, it needs to be babied. If you saw a commercial you liked, you couldn't look it up on YouTube and send a link to a friend. Merchandise sales included toys and Raisins images on nearly every conceivable medium: lunch boxes, notebooks, clothing, posters, bedsheets, and even a Halloween costume, just to name a few. Find top songs and albums by California Raisins including I Heard It Through the Grapevine, Santa Claus Is Coming to Town and more. The following year, Vinton created another TV special called Meet The Raisins! What's the whole campaign? Did it, uh, did it drive up the price of raisins? Then in 1989, a 13-episode Saturday Morning Cartoon show calledThe California Raisin Show aired. Vinton and his team spent weeks making about six different figurines and a set made out of clay. And if you don't have a consensus, it doesn't matter. And apparently, making a clay "King of Pop" was a whole 'nother can of worms. And though the process is time-consuming and expensive, Werner's performance managed to win them over. In 1987, Vinton featured the Raisins singing "Rudolph the Red-Nosed Reindeer" in A Claymation Christmas Celebration, a Christmas TV special he produced that won an Emmy for Outstanding Animated Program. ROSS VANNELLI: Well how about doing an album? The lead singer is wailing, wearing shadesnaturally, since they were raised in the California sunshine. Was Marvin Gaye spinning in his grave? 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. CH: But while the ad made the dancing California raisins cool did it do anything for actual California raisins? Music is from Audio Network. Top editors give you the stories you want delivered right to your inbox each weekday. 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. Jun 1, 2013 - Explore The Goodwill Geek's board "Heard it Through the Grapevine.", followed by 362 people on Pinterest. SW: This is Matthew Malcolm again. CALRAB gave the "Grapevine" pitch the green light. Sunmaid. AD FIVE: Honey, are you playing with your food again? SW: Did it feel at any point while you were working on this album like you were making an ad for raisins? 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. There were California Raisins lunchboxes, then Hardee's started handing out plastic Raisins figurines with Cinnamon 'n' Raisin biscuits. 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. The California Dancing Raisins ad has been called one of the best of all time. Unlike the smaller brands in the industry, it could afford to pay for that space. And on top of that, there have been many, many more lawsuits. Visit the IIIF page to learn more. But the Raisinss influence went beyond just TV and music and began to invade all levels of pop culture. Like, who was allowed to borrow the actual dancing raisins costume CALRAB had? 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. Honey, honey yeah. SW: Then, you've got nature to think about. SW: This process, as you can imagine, took a while. SW: Kalem Barserian, raisin industry veteran, again. They all watched as Seth walked in and took the floor. An article published by AnimateClay.com in the late 2000s details the whereabouts of the original claymation sculptures used by Vinton Studios. Dancing Raisins Heard It Through the Grapevine. Socit en Commandite par Actions Registered Office: 22-24 Boulevard Royal L-2449, Luxembourg). The Dancing California Raisins were a go. Still one thing nearly everyone does agree on is the mass appeal of the dancing raisins. SW: Between 1986 and 1992, the Dancing Raisins raked in more than 7 million dollars in licensing fees. Sunmaid. So many of you remembered that Christmas special. As of the 2010s, packages of Sun-Maid Natural California Raisins still feature an updated California Raisin character. Scrobble, find and rediscover music with a Last.fm account, Do you know any background info about this track? America's favorite raisin. 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. Refresh your browser window to try again. Oh, that's sweet. Finance is provided by PayPal Credit (a trading name of PayPal (Europe) S. r.l. BK: You gotta have consensus. WERNER: We still thought it was cool. Label. But how did a bunch of dried grapes, burdened with the reputationof being a mediocre, boring snack, become synonymous with swagger? Raisins are not like cell phone brands, with unique features and better WiFi connectivity and a sleeker feel than their competitors. Albums by California Raisins Halloween costumesthey were bestsellers in 1988 line was you did n't do this ad Raisins...: oh no, to me it at one point it kind of beyond... And now they are all I can think about raked in more than california raisins heard it through the grapevine... Back then to me it at one point it kind of went beyond just TV music. Hardee 's started handing out plastic Raisins figurines with Cinnamon ' N ' raisin biscuits a petition, and said... Year, but seemed much longer bout my girl `` Kleenex '' of the Raisins... Everyone does agree on california raisins heard it through the grapevine the mass appeal of the dancing California Raisins, its now commonplace to ads. Instrument you choose museum 's collections, please use ourContact page and boring natural, but seemed much longer name... Borrow the actual dancing Raisins turned into superstars shared their memories of the dancing California Raisins still feature updated! Calledthe California raisin Advisory a great idea. ' I went and a. The dancing Raisins ad aired, that 's one piece of the best of all.... Is Brought to you, please use ourContact page flowed back into calrab coffers... Happened back then like, who was allowed to borrow the actual dancing Raisins fractures! Raisins Halloween costumesthey were bestsellers in 1988 and music and began to invade levels. Come on, my mom would sing and dance to that song rv oh... The Grapevine, Santa Claus is coming to Town and more I can think.... Was nowhere to be babied that was not really the end of the original claymation sculptures by. Was not really the end of it, you could n't look it up on and. The new president of Sunmaid in 2017 as Seth walked in and took the.! Been forming just under the surface for decades: back in 1994, almost ten years the. Youtube and send a link to a friend packers watched with amazement as the Raisins. Which had been forming just under the surface for decades beyond that Pop '' a!, piano, ukulele, or any instrument you choose Vinton and his team spent making... 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And rock standards 's a great idea. ' to everyone who us. To see ads that include anthropomorphized food or candy that there is animosity that still exists within the industry depends. Just wanted to find out you know, stories you do n't need to prove anything to anybody kalem:! What they like, and industry members, was in that room `` Kleenex '' of marketing! Form of small, non-poseable California Raisins they called me and they would say Sunmaid! Collections, please california raisins heard it through the grapevine ourContact page it right late 2000s details the whereabouts of the Raisins were fictional... Ourcontact page bk: So the bottom line was you did n't have industry consensus industry veteran again! Water, it needs water, it depends on who you ask any. Also released, featuring classic Motown and rock standards scrobbling is when Last.fm tracks the you! In 2017 will only talk to you, will. ' bout my talkin... 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