Note: Comment submission is temporarily unavailable while we make improvements to the site. 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. 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. The game was completed and several video game critics reviewed it, but it was never released on the open market. African American History Curatorial Collective. The band broke up. SW: Big ingredient customers could actually look up in state records how much money, per ton, raisin packers were paying CALRAB. SW: Kalem Barserian has worked in the raisin industry for more than 50 years. Potato head, but a raisin. And so he says, 'Ok fine. Scrobble, find and rediscover music with a Last.fm account, Do you know any background info about this track? These days, some growers are abandoning ship entirely, ripping out their vineyards and planting almonds instead. And if the California raisin family wanted to avert economic disaster, it needed to band together and find a way to sell more raisins. 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. [13], Although popular with the public, the California Raisin campaign eventually failed because its production cost the raisin growers almost twice their earnings. as well as other partner offers and accept our, NOW WATCH: An investment chief at HSBC sees huge trading opportunities outside the US. Somewhere, some afternoon, Noel Gallagher sat down with a guitar and did a little strumming and made up a few words to go with it. They sold most of their raisins in bulk, to ingredient customers, like cereal brands or bakeries. [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". On November 4, 1988, CBS aired a primetime television special called Meet the Raisins! If you enjoyed this article, subscribe to receive more just like it. SARAH WYMAN: Charlie, I have to start with a confession. SW: Then, you've got nature to think about. The California Raisins are a fictional rhythm and blues musical group comprised of anthropomorphized raisins. They weren't in the shelf. . I don't care how small or whatever, but something that's not part of what you're doing.'. Note: This transcript may contain errors. They go on for pages and pages, carefully typed out on letterhead and hand-written in beautiful cursive. I don't need to prove anything to anybody. 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. As of the 2010s, packages of Sun-Maid Natural California Raisins still feature an updated California Raisin character. (laughs) That's just the way it is. You got 100,000 tons. You can have a talking head, you can have a situation' you know, there were like formulas on how to do this. The plot of the game involved Tiny Goodbite having to rescue his friends who have been kidnapped and held in a cereal factory. "We decided that we wanted the raisins to be cool and a bit intimidating," Werner said. We apologize for the interruption. 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. The community that created them, and the questions they left in their wake. It would go on to produce the Dancing Raisins ad. Many of the items created for the campaign have become part of the permanent collection of the Smithsonian Institution. 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. They all watched as Seth walked in and took the floor. If you have any issues please contact me before leaving negative response I will always do my best make it right! By clicking Sign up, you agree to receive marketing emails from Insider I heard it through the grapevine. CHARLIE HERMAN: On September 14, 1986, California's hottest new band made its debut. [14][additional citation(s) needed], On March 28, 1997 Entertainment Weekly published "The 50 Best Commercials of All Time" as its cover story. Not so much. MM: Obviously raisin growers and packers, they compete with each other. If you would like to know how we handle complaints, please click, . 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. Constitution Avenue, NW It had about five million dollars to spend, which, in ad money, is not a lot. I know a man ain't supposed to cry. The California Raisins are often accompanied by a soundtrack of "I Heard It Through the Grapevine," originally popularized by singer Marvin Gaye. CALRAB gave the "Grapevine" pitch the green light. HARRY OVERLY: I know for a fact that there is animosity that still exists within the industry of what happened back then. It's hurting from some bad weather trends. I heard it through the grapevine. Think you know music? He says if it had just been up to him, he would not have ended CALRAB and therefore the Dancing Raisins. Vinton and his team spent weeks making about six different figurines and a set made out of clay. Free shipping for many products! Audiences quickly connected with the Raisins authentic R&B sound, and The California Raisins version of "Grapevine" even reached No. Will Vinton. 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. RAISINS: Oooh I heard it through the grapevine, raised in the California sunshine. Between 12th and 14th Streets Would everyone contribute to the cost of an ad campaign? SW: The raisin industry quickly followed up with more ads. They grow grapes in the beautiful California sunshine and turn them into raisins. SUNMAID AD: My girl talkin' bout my girl. KB: We're not getting our fair share of it. I don't like raisins. Whod have ever thought that a beloved Motown classic would be brought back to life by a bunch of animated dried fruit? But how did a bunch of dried grapes, burdened with the reputationof being a mediocre, boring snack, become synonymous with swagger? You know? It lost message. WERNER: My job, I called it jack of all trade. What's the whole campaign? Or, as they saw it, for Sunmaid's good. 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. 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. Socit en Commandite par Actions Registered Office: 22-24 Boulevard Royal L-2449, Luxembourg). Seth Werner and CALRABthe agency responsible for hyping up California raisinsthey had delivered a hit. It's being threatened by growing raisin production in other countries. So, there's an alphabet soup of different boards and agencies and committees to help make that happen. The musical mockumentary was again created by Vinton Studios, and was nominated for a Primetime Emmy Award. They're just a staple. Demand was down. Concept illustrations of the Raisins were also featured as interviewees discussed the characters' creation.[17]. 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. SPEAKER ONE: It was like a Mr. 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. I voted to kill it too. 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. Connect your Spotify account to your Last.fm account and scrobble everything you listen to, from any Spotify app on any device or platform. Possibly, but in their own sweet, silly way, these spots conveyed a sense of mindless fun and gave the humble raisin its moment in the sun. WERNER: A frame was one snapshot. BK: You gotta have consensus. This was not a formula. et Cie, S.C.A. It's very successful in that sense. 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. Logistics aside, there is a hint of the dancing raisins magic in the air again. It had sold more than 500,000 copies. [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]. Produced by Sarah Wyman, with Charlie Herman and Julia Press. The "Heard It Through the Grapevine" theme is fabulous. Or did the dancing California raisins cause more trouble than they were worth? SW: Within a month of its release, the album went gold. CALRAB and the commercials it paid for represented the entire industry. 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. Not much longer would you be mine. 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. Javascript is required to view shouts on this page. THE THROWBACK MACHINE: Going for the gold, but coming up blonde. But back in 1994, almost ten years after the first dancing raisins ad aired, that good feeling was nowhere to be found. 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!'. onefunplace. And since they were already touring the country, at least on TV screens, there was only one logical next step. 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. MM: You know, when you pick up a box of raisins on the shelf, there's many families behind it, there's a story behind it, but just like families are, you fight like family, they see the best and worst of each other, but it all, as a family we have to work together if we want to get anything done, if we really want to move the industry forward in a positive direction. 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. Seth and his colleagues were getting fan mail forwarded to themfrom viewers, TV stations, and other advertising execs. And, for better or worse, they're also in it together on that front. But an even bigger faction of raisin packers did not have their own name-brands. Fresno is a dusty, medium-sized city in the middle of California's central valley. Oh! In fact, the industry was on an upswing. Like, who was allowed to borrow the actual dancing raisins costume CALRAB had? So many of you remembered that Christmas special. The California Raisins Original Commercial click to see! See more ideas about california raisins, raisin, grape vines. SW: That is exactly what I wanted to find out. But these tears I can't hold inside. Leave a message at (646) 768-4777, or email us at btyb@insider.com. The classic about a man who finds out his woman is cheating on him was written by Norman Whitfield and Barrett Strong. (981) $9.95. SPEAKER FIVE: They just made raisins and dried fruit in general seem really, really hip. Can you just give me an assignment? A board member said, 'Seth, can you do it again?' It's that simple. "I Heard It Through the Grapevine Lyrics." SW: Seth's boss handed him the California raisins account. Music is from Audio Network. While todays commercials may depict M&Ms and cookies with unique personas, the California Raisins hold a special place as '80s pop culture icons. SW: But you know who was on that shelf? Harry Overly became the new president of Sunmaid in 2017. It even led to an unauthorized collectibles guide published in 1998, cataloging the many items based on the clay characters. 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. Lead vocals in the group were sung by musician Buddy Miles. AD SIX: Oh, I heard it through the grapevine! Right? [6] KB: Couldn't find it! It keeps you in shape. We apologize for the interruption. The tape was rewound and the presentation repeated.". SW: So are the California Raisins coming back, do you thinkthe Dancing California Raisins? If you have any issues please contact me before leaving negative response I will always do my best make it right! SPEAKER NINE: Definitely didn't make me any more of a fan of raisins. 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. Was the Dancing Raisins ad a success? And then it clicked on me that it was like, 'oh, this is a real song, like not a California Raisins song.'. 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! 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. He's a reporter covering raisins and grapes for one of the trade magazines his family publishes. I mean, you can imagine that! 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. And they had good reasons to be! I will only talk to you, Will.'. CH: I remember those really well. SW: I, before I started working on this story, did not even eat raisins. The California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. In 1985, he was a copywriter at the ad agency Foote, Cone, and Belding. Okay? They were tired of paying into a shared piggybank for the greater good. I says, 'in Canada? Not this time, however! 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. Which wasn't true. 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? He's written songs for bands like Earth, Wind and Fire, the Gap Band, and more recently, he's done covers with Kanye West. The commercials were produced by Vinton Studios using their claymation technique, with character designs by Michael Brunsfeld. CALRAB, the organization who made the campaign, was also closed on July 31, 1994, due to disagreements with raisin producers over the fairness of required payments to the organization. Then in 1989, a 13-episode Saturday Morning Cartoon show calledThe California Raisin Show aired. Sales of raisins themselves increased 20 percent after the first commercial. Seth Werner, the young copywriter newly in charge of the California Raisins account, had a concept. RV: I said, 'I think that's a great idea.' It wasn't at The Fillmore in San Francisco or the Troubadour in LA. SW: When the Dancing Raisins ad stopped airing, Sunmaid's share of direct raisin saleslike in boxes on grocery store shelvesactually increased. An article published by AnimateClay.com in the late 2000s details the whereabouts of the original claymation sculptures used by Vinton Studios. And if you ever saw him. SW: But even as the dancing raisins scored these victories, back in Fresno, things were heating up. If no one liked it, the raisin industry could not get that money back. And the answer is usually 'we don't know.. but probably not.' Note: Comment submission is temporarily unavailable while we make improvements to the site. SW: Kalem was voting on behalf of the packer he worked for. And call them nature's candy. Heard it! Of all the acronyms, there's just one you need to remember: CALRAB. How could this ad that on its surface seems like an unmitigated success also have caused all these other problems? And a lot people, including many of our listeners, still remember it really well. Oh I heard it through the grapevine. And he says, even though the Dancing Raisins are long gone, he and the rest of the industry are still dealing with the fallout. [4] To their surprise, the commercial became wildly popular, paving the way for several future commercials and opportunities through other media. Unknown; no label specified. SW: Again, Seth Werner, sockless ad copywriter. RV: I said, 'I'm going to do it where it feels authentic.' (869) $17.99. Sign up for notifications from Insider! Just to make the ad would cost $300,000. KB: And the packers got pissed at Barry and killed the program. 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. If you saw a commercial you liked, you couldn't look it up on YouTube and send a link to a friend. There was 19 of us at Sunnyside country club sitting in a circle in the main dining room, and we all voted. 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. But of course, that was not really the end of it. ", 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 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. WERNER: 'Our thanks again on behalf of Paul McCartney. If there's anything we can do for you, please give me a call'. But thanks to the California Raisins, its now commonplace to see ads that include anthropomorphized food or candy. Because, in Fresno, California Raisins has always meant something bigger than a couple of claymation figurines singing "I Heard It Through the Grapevine.". Brought to you by is a production of Insider Audio. Yeah. If you require a personal response, please use ourContact page. CH: But while the ad made the dancing California raisins cool did it do anything for actual California raisins? The dancing raisins got caught in the crossfire of a heated debate within the industry. 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.". Your email address will not be published. Needless to say, their band history borrowed heavily from the types of origin stories real bands tended to have. The ad was fun, but, to quote The Fruits of Their Labors again, it "made no effort to sell raisins. Washington, D.C. Email powered by MailChimp (Privacy Policy & Terms of Use), African American History Curatorial Collective. I didn't eat raisins. 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. But I think we're heading in a positive direction now. SW: So a couple of months ago, I read this New York Times article that sort of started it all for me. Lyrics.com. 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. 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. Oh! By the time "I Heard It Through The Grapevine" hit #1, the song had been sitting there for more than two years. CH: A raisin by any other name would be a dried grape. SW: Seth has a whole scrapbook of these letters. Those California Raisins weren't just in California anymore. Top editors give you the stories you want delivered right to your inbox each weekday. Lived here my whole life. SW: I was not even alive when most of those ads aired, and I had the same experience. Michael Jackson asked to be featured in a sequel. CH: From Business Insider. The California Raisi - I Heard It Through The Grapevine - Used Vinyl - E8100A. They filed a petition, and that's it! And the US, by the way, is the second largest raisin producer in the entire world. But that wasn't the story around town. SW: Michael Brunsfeld was the commercial animation director at a company called Colossal Pictures, which had been contracted to do a mockup of the ad. Price: 16.01. 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