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. SW: Ross Vannelli is a music producer. Vocals were sung by musician Buddy Miles. SW: That is exactly what I wanted to find out. And I told him, all of this sounds absolutely exhausting: KB: I'm still here! So, there's an alphabet soup of different boards and agencies and committees to help make that happen. 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. Werner's big idea was going to be a risk, especially without the celebrity spokesperson the client had requested. If there's anything we can do for you, please give me a call'. This figure is also included on CalRaisins.org. Concept illustrations of the Raisins were also featured as interviewees discussed the characters' creation.[17]. And the US, by the way, is the second largest raisin producer in the entire world. Eligibility determined at checkout. SW: Matthew Malcolm was one of the first raisin industry members to return my calls. Thanks to everyone who left us voicemails and shared their memories of the California Raisins in our Facebook group. We may update this record based on further research and review. (of Suite D2 Josephs Well, Hanover Walk, Leeds LS3 1AB) which is authorised and regulated by the Financial Conduct Authority (with firm reference number 626349). Qualifying purchases could enjoy 0% interest if paid in full in 4 months on purchases of 99+. SW: Yeah, that did not go over well within the industry. But there was enough leadership to sway the ones that weren't smart enough to realize what a good program it was. Vintage California Raisins Posable, Puppets, Bank, Wind up toy. You don't, right? And a lot people, including many of our listeners, still remember it really well. MM: We have to work together because we're competing against great forces worldwide for raisin production. Box Office Software produced a different, unrelated California Raisins computer game in 1988 for the Apple II, Commodore 64, and PC compatibles. If you enjoyed this article, subscribe to receive more just like it. And even in the 1990s, Sunmaid was like the "Kleenex" of the raisin industry. SPEAKER THREE: They sang we three kings with also these camels that were all claymation. Like the whole body was just a head, with arms and legs waving about. 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. 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. They starred in two claymation TV shorts, and a Christmas special that won an Emmy! They recorded an album that went gold within weeks of its release. Heard it, heard it! [19], In 2014, the California Raisins made a cameo appearance in the RadioShack Super Bowl XLVIII commercial "The '80s Called". We apologize for the interruption. Hell no! But first, he had to get approval from the raisin growers and packers who were paying for it. The California Raisins are often accompanied by a soundtrack of "I Heard It Through the Grapevine," originally popularized by singer Marvin Gaye. Sales of raisins themselves increased 20 percent after the first commercial. If you have any issues please contact me before leaving negative response I will always do my best make it right! 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. MATTHEW MALCOLM: I mean you can't just leave any field barren here, because something's gonna grow. THE THROWBACK MACHINE: Going for the gold, but coming up blonde. Seth Werner, the young copywriter newly in charge of the California Raisins account, had a concept. SW: Yeah, I'm still looking for the pictures. Like the Archies before them, the imaginary band was a hit. Lived here my whole life. We apologize for the interruption. Required fields are marked *. Right or wrong, It depends on wherever the votes are. What's the whole campaign? You're over. California raisins from the California vineyards. Paul McCartney requested his own copy on VHS. Kalem Barserian, along with around 40 raisin growers, packers, and industry members, was in that room. From a pop culture standpoint, absolutelypeople all over the world have heard of the Dancing Raisins. There is also some good news though! RV: I said, 'I think that's a great idea.' SW: Even now, decades later when the dust has settled, one thing is still a question. SW: They pulled up to a business park, hopped out of the car, and marched into a conference room. CH: We're back. When Seth Werner, a 31-year-old copywriter at the ad agency Foote, Cone & Belding, walked into the pitch meeting, he knew he had to put on a show. The California Raisin Advisory Board. SW: Back in Fresno, the raisin growers and packers watched with amazement as the Dancing Raisins turned into superstars. SW: Kalem Barserian has worked in the raisin industry for more than 50 years. 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?'. Which wasn't true. SW: Kalem was voting on behalf of the packer he worked for. 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. Scrobble, find and rediscover music with a Last.fm account, Do you know any background info about this track? CH: This episode was reported and produced by Sarah Wyman, with Julia Press and me, Charlie Herman. I heard it through the grapevine. It wasn't at The Fillmore in San Francisco or the Troubadour in LA. Whod have ever thought that a beloved Motown classic would be brought back to life by a bunch of animated dried fruit? And Seth Seth was dancing all by himself in front of the group, without socks on! It's very successful in that sense. Check mate. And that takes unity. SW: Almost as soon as it disbanded CALRAB, the raisin industry got to work developing another agency to take its place. The show was broadcast August 29, 1990, on the U.S. television network CBS during primetime. The California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. I Heard It Through the Grapevine Lyrics by California Raisins from the Meet the Raisins! Raisin farmers rely on good weather and conditions to grow their product. SW: Paul. With the musicians all in a room, live, everything. It had about five million dollars to spend, which, in ad money, is not a lot. SW: But by 1994, the packers had reached a consensus. CH: We're back. CALRAB and the commercials it paid for represented the entire industry. 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. Costume, Occasion & Specialized Clothing, Shoes & Accessories, Mobile Phones, Smart Watches, Accessories & Communication, Bathroom Fixtures, Accessories & Supplies, Industrial Printing & Graphic Arts Equipment, Shaving & Hair Removal Products & Equipment, The California Raisi - I Heard It Through The Grapevine - Used Vinyl - E8100A, eBay (UK) Limited is an appointed representative of, Learn more about Product Partnerships Limited - opens in a new window or tab. SW: Seth remembers going to a friend's apartment the night he got the account. SPEAKER FOUR: My mother thought they were great, and she collected the figurines. As for the music, the commercial featured Buddy Miles, a Carlos Santana collaborator and drummer for Jimi Hendrix, singing "I Heard It Through The Grapevine"picked because of the obvious connection between grapes and raisins, but also because the song had seen a resurgence after the Marvin Gaye version had been used for the opening scene of the 1983 hit movie The Big Chill. AD TWO: We know raisins are natural, but kids just know what they like. 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. On the table below them. So, growers and packers paid a tax on every ton of raisins they produced. SPEAKER TWELVE: And it was all claymation, and they'd sing Christmas carols and stuff there were I think other characters and things in it as well. 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. HO: Oh, there's definitely hope. From Performing Songwriter Issue 111, July/Aug 2008. I believe it might have been a public service announcement', 'Dear Judy: Generally when you hear from me, a problem is involved. SPEAKER ONE: It was like a Mr. WERNER: Well, you know, we were at this point, we were like what else is new. It's being threatened by growing raisin production in other countries. Select PayPal Credit to have the option to pay over time. No, not really. So you really had to be in the right place at the right time just to see it, and then when you saw it, you weren't quite sure what that was, but it was different than everything else you saw, and people started just saying 'what was that?'. Music is from Audio Network. Our editor is Micaela Blei. 80s classic toys. Umpteen searches though the archives using the terms "California Raisins" and "Hardee's" came up mostly empty, except for . There were some other big names, like Dole and Del Monte, but they didn't just sell raisins. For the last 10 years, he's violated the law and gone against the Raisin Administrative Committee. It's a tax. 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. 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. 2016 ScienceAGoGo. 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. CH: From Business Insider. They filed a petition, and that's it! Or did the dancing California raisins cause more trouble than they were worth? The musical mockumentary was again created by Vinton Studios, and was nominated for a Primetime Emmy Award. 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. [4] To their surprise, the commercial became wildly popular, paving the way for several future commercials and opportunities through other media. SW: For the packers who did have their own brands and worried Sunmaid was running away with raisin sales, there was another issue. 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. If you require a personal response, please use ourContact page. Almost across the board, everyone I spoke to had good things to say about the ad itself. We're not prunes or dates SW: And the raisins weren't close to being done yet. These wildly popular clay animation raisins grew into far more than their creators had ever dreamed of. Test your MusicIQ here! You know? [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. Leave a message at (646) 768-4777, or email us at btyb@insider.com. Because that's a whole market supply and demand on both the national and international basis. It wasn't true. I heard it through the grapevine Not much longer would you be mine baby I know a man ain't supposed to cry But these tears I can't hold inside Losin' you would end my life you see 'Cause you mean that much to me You could have told me yourself That you loved some one else Instead I heard it through the grapevine Not much longer would you be mine Got 100,000 tons, more sales than you would have if you didn't do this. 30 of those and you have a second of the commercial. Play with guitar, piano, ukulele, or any instrument you choose. And then it clicked on me that it was like, 'oh, this is a real song, like not a California Raisins song.'. KB: And at this point, even though I had to vote to kill it, I side on the other side, where I helped put that program together, and was successful for ten years. 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. SW: This is what raisin packing sounds like. But that little piece of fruit is anything but dry and boring. 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. SW: But in some ways, it may be in the same place as it was in the '80s. 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. But as that money flowed back into CALRAB's coffers, the disagreements became more serious. SARAH WYMAN: Charlie, I have to start with a confession. Still one thing nearly everyone does agree on is the mass appeal of the dancing raisins. Top editors give you the stories you want delivered right to your inbox each weekday. SPEAKER NINE: Definitely didn't make me any more of a fan of raisins. 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?' He watched the original commercial spin off into more and more distant territory. (869) $17.99. Sarah tells us what happened next SW: In 1994, a group of raisin packers voted to shut down CALRAB. SW: Then, you've got nature to think about. CALRAB teamed up with advertising agency Foote, Cone & Belding to try to forge an emotional connection between consumers and the dried fruit. Is it that people remember it? And he made it very clear to me right off the bat that no one, him included, would be interested in talking about the New York Times story I'd read. 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. Seth Werner and CALRABthe agency responsible for hyping up California raisinsthey had delivered a hit. So Fresno is like Eden for raisins. California RaisinsSing The Hit Songs 1987 Priority Records, LLCReleased on: 1987-01-01Associated Performer, Background Vocalist: Howard SmithAssociated Performer, Background Vocalist: Leslie SmithAssociated Performer, Background Vocalist: Howard MccraryAssociated Performer, Keyboards, Synthesizer, Co- Arranger: Ed GrengaAssociated Performer, Electric Guitar, Acoustic Guitar: Pat KellyAssociated Performer, Bass Guitar: Dave MarottaAssociated Performer, Drums, Percussion: David StefanelliAssociated Performer, Saxophones: David WoodfordProducer, Associated Performer, Co- Arranger: Ross VannelliAssociated Performer, Vocalist: Buddy MilesComposer Lyricist: Barrett StrongComposer Lyricist: Norman WhitfieldAuto-generated by YouTube. I grew up in California, and it felt like they were everywhere. Oh! WERNER: My job, I called it jack of all trade. 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. But in 1986, that's just what happened when the California Raisin Advisory Board launched a series of ads by the California Raisins, a group that existed only in . This special saw the Raisins hiring a new manager with the goal of making a comeback. Strong came up with the idea and asked Motown writers Holland-Dozier-Holland to work on it with him. But I also take the approach of, that was 30 years ago so I think it's time that we look forward because the industry is in a very dramatic, very drastically different place than it was back then. See terms. Michael Jackson asked to be featured in a sequel. This latest incarnation can still be seen on the California Raisin Marketing Board website.[11]. KALEM BARSERIAN: I've been born, raised here. There was 19 of us at Sunnyside country club sitting in a circle in the main dining room, and we all voted. WERNER: A frame was one snapshot. Listen on:Apple Podcasts |Stitcher | Spotify |and more. His crime: growing raisins and then deciding to sell . It's a pop song reimagined as a nervous breakdown. [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. CH: The dancing raisins were so popular, they took on a life of their own outside of the ad. CH: A raisin by any other name would be a dried grape. Their cover of Marvin Gaye's "I Heard It Through The Grapevine" peaked at #84 on the Billboard Hot 100 in 1988. BK: There's always been a 'If it's good for Sunmaid, it's gotta be bad for them.' SW: I, before I started working on this story, did not even eat raisins. If you have any issues please contact me before leaving negative response I will always do my best make it right! 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. AD SIX: Oh, I heard it through the grapevine! This is Brought to you by Brands you know, stories you don't. BK: No, what we got was him for free, but he wasn't gonna do anything. He wrote to Foot Cone and Belding specifically requesting a VHS copy of the ad so he could watch it whenever he wanted to. KB: I'll never forget, he was a handsome guy, had white shoes on, no socks, had an earring in this ear, he had the ghetto blaster up on his shoulders, and he turns it on and it's "Heard It Through the Grapevine.". It just knows that it needs water, it needs to be pruned, needs to be fertilized, it needs to be babied. SW: Matthew says, whether or not the dancing raisins are part of the industry's future, he remains optimistic. CEO of the wine bargaining association for five years. SW: In the end, the ad went to air. Paul McCartney requested his own copy on VHS. CH: A warship, the USS Pyro, even asked permission to sail with a California Dancing Raisins flag flying high above ahoy mateys! Your email address will not be published. SETH WERNER: It wasn't back then, and it still isn't now. Washington, D.C. Email powered by MailChimp (Privacy Policy & Terms of Use), International Media Interoperability Framework. Some years later, Noel Gallagher stands on a stage strumming his guitar while . Not so much. SW: Kalem Barserian, raisin industry veteran, again. 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. Director. Free shipping for many products! SW: I was not even alive when most of those ads aired, and I had the same experience. More than 2 million people bought their albums and listened to the Raisins covering songs including "Lean on Me" and "You Cant Hurry Love." Think you know music? - The California Raisins II. Seth and his colleagues were getting fan mail forwarded to themfrom viewers, TV stations, and other advertising execs. And because Sunmaid was so much biggerthe Kleenex of raisins!they suspected that brand was getting a bigger share of the sales that had trickled down from the ad. Please take time to look at pictures I try and show condition clear as possible. Vinton and his team hired human dancers to make the Raisins's dance moves look realistic. But despite it all, by a very narrow margin, more than half the room voted to greenlight the ad. (laughs). Lead vocals were sung by musician Buddy Miles. The tape was rewound and the presentation repeated.". The growers are the ones with the vines. And if you don't have a consensus, it doesn't matter. AD THREE: Raisins from California. SPEAKER FIVE: Every time that commercial would come on, my mom would sing and dance to that song. Between 12th and 14th Streets I said, 'Ok, that's one piece of the marketing puzzle. Oh, that's sweet. Label. Potato head, but a raisin. CH: I remember those really well. An article published by AnimateClay.com in the late 2000s details the whereabouts of the original claymation sculptures used by Vinton Studios. All Rights Reserved. Little disagreements surfaced. 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? Don't you know that I heard it through the grapevine. They all watched as Seth walked in and took the floor. But that wasn't the story around town. Werner and his copywriting partner, Dexter Fedor, knew that they needed to make the dried fruit less of an afterthoughtthe raisins needed personality. Entdecke The California Raisi - I Heard It Through The Grapevine - gebrauchtes Vinyl - E8100A in groer Auswahl Vergleichen Angebote und Preise Online kaufen bei eBay Kostenlose Lieferung fr viele Artikel! 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