Unknown; no label specified. 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. And since there wasn't a "Dancing Raisin" brand in the store, small packers worried Sunmaid was getting all the business. Between 12th and 14th Streets CH: A raisin by any other name would be a dried grape. SW: But in some ways, it may be in the same place as it was in the '80s. 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 California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. But first, he had to get approval from the raisin growers and packers who were paying for it. Some years later, Noel Gallagher stands on a stage strumming his guitar while . It also gave the band members individual names and roles: A.C. (vocals), Beebop (drums), Stretch (bass), and Red (guitar/piano).[7]. And the answer is usually 'we don't know.. but probably not.' Web. CALRAB gave the "Grapevine" pitch the green light. But that little piece of fruit is anything but dry and boring. Access your favorite topics in a personalized feed while you're on the go. SW: Yeah, that did not go over well within the industry. 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. SW: That's another thing that makes the raisin industry different. I'm Charlie Herman. 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. Constitution Avenue, NW And their arms were like small, and they had like little legs. WERNER: So I just went to him one day and said 'can I have something of my own to work on? And if you ever saw him. SW: But even as the dancing raisins scored these victories, back in Fresno, things were heating up. And, I didn't know this, but nearly 100 percent of the raisins the U.S. produces come from within a 60 mile radius of the city. CEO of the wine bargaining association for five years. Logistics aside, there is a hint of the dancing raisins magic in the air again. So, give them raisins! There is also some good news though! Almost like you can hear the band warming up "I Heard It Through the Grapevine" in the distance. Year . While todays commercials may depict M&Ms and cookies with unique personas, the California Raisins hold a special place as '80s pop culture icons. And as that rift widened, the raisins fell right through it. View wiki Umpteen searches though the archives using the terms "California Raisins" and "Hardee's" came up mostly empty, except for . And since they were already touring the country, at least on TV screens, there was only one logical next step. High-top sneakers, sunglasses, and endless swagger. If you have more stories to share, call us anytime. Listen on:Apple Podcasts |Stitcher | Spotify |and more. SW: Almost as soon as it disbanded CALRAB, the raisin industry got to work developing another agency to take its place. And then it clicked on me that it was like, 'oh, this is a real song, like not a California Raisins song.'. Post's Raisin Bran cereal took advantage of the increasingly popular dried fruit and teamed up with the Raisins to help promote their boxed cereal, and fast food chain Hardees bought a license to produce the incredibly popular collectible Raisins figurines. I voted to kill it too. MICHAEL JACKSON: And Will, keep these guys still until they do the heard it! Sunmaid. [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. SPEAKER FIVE: They just made raisins and dried fruit in general seem really, really hip. 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. (laughs) That's just the way it is. SW: That is exactly what I wanted to find out. The "Heard It Through the Grapevine" theme is fabulous. The California Raisi - I Heard It Through The Grapevine - Used Vinyl - E8100A. The Hardee's restaurant chain offered these as part of a promotion for its Cinnamon 'N' Raisin biscuits. 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. Sarah Wyman is our showrunner. The Dancing California Raisins were a go. But there was enough leadership to sway the ones that weren't smart enough to realize what a good program it was. He wrote to Foot Cone and Belding specifically requesting a VHS copy of the ad so he could watch it whenever he wanted to. Commissioned by the California Raisin Advisory Board (CALRAB), a trade group of raisin producers in Californias Central Valley, the commercial was part of a multi-million dollar campaign to combat slowing raisin sales. The article ranked The California Raisins' premiere advertisement, "Lunchbox", at #15 with comments by ad agency executive Claude Jacques and described the Raisins as "The coolest wrinkled musicians this side of the Stones. It was the sequel to the Emmy-nominated special Meet the Raisins! It turns out the raisin industry is actually a very contentious industry there's this long history of lawsuits going back and forth between different members. He watched the original commercial spin off into more and more distant territory. This is Brought to you by Brands you know, stories you don't. 84 on the Billboard Hot 100. Thanks to everyone who left us voicemails and shared their memories of the California Raisins in our Facebook group. And this is what I told him. Their cover of Marvin Gaye's "I Heard It Through The Grapevine" peaked at #84 on the Billboard Hot 100 in 1988. The 1980's TV commercials for California raisins have been called some of the best ads ever made. I mean. And, when it went down, so did the Dancing California Raisins. Besides appearing in short commercials, The California Raisins shared their musical chops in television specials. Would everyone contribute to the cost of an ad campaign? Play with guitar, piano, ukulele, or any instrument you choose. To make sense of that storyto understand where the dancing raisins came from, and how they disappearedeveryone told me I needed to talk to this guy. 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. McCartney. 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. Audiences quickly connected with the Raisins authentic R&B sound, and The California Raisins version of "Grapevine" even reached No. 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. A board member said, 'Seth, can you do it again?' You don't, right? For the last 10 years, he's violated the law and gone against the Raisin Administrative Committee. 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. KB: Vine doesn't know who it belongs to. If you saw a commercial you liked, you couldn't look it up on YouTube and send a link to a friend. Some user-contributed text on this page is available under the Creative Commons Attribution-ShareAlike License; additional terms may apply. You asked someone to name a raisin brand, and they would say "Sunmaid.". Werner's big idea was going to be a risk, especially without the celebrity spokesperson the client had requested. You know how families can be about money. If you have a question relating to the museum's collections, please first check our Collections FAQ. CHARLIE HERMAN: On September 14, 1986, California's hottest new band made its debut. And the band wasn't playing heavy metal or rock 'n' roll. MM: Obviously raisin growers and packers, they compete with each other. A series of weather-related disasters during the '70s had thrown the price of raisins completely out of whack. SW: Lots of details would have to be worked out first. 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. Their cover of Marvin Gaye's &, Creative Commons Attribution-ShareAlike License. Not much longer would you be mine baby. SW: I mean, how did you react when you found out about that?? SW: But by 1994, the packers had reached a consensus. 80s classic toys. And I told him, all of this sounds absolutely exhausting: KB: I'm still here! And apparently, making a clay "King of Pop" was a whole 'nother can of worms. The California Dancing Raisins ad has been called one of the best of all time. But an even bigger faction of raisin packers did not have their own name-brands. 30 of those and you have a second of the commercial. They grow grapes in the beautiful California sunshine and turn them into raisins. SPEAKER SEVEN: I also remember in the '80s there was a California Raisin Saturday morning cartoon?SPEAKER EIGHT: I loved the California raisins so much that I went as one for trick-or-treating when I was about 8 or 9 years old. All Rights Reserved. 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. And he says, even though the Dancing Raisins are long gone, he and the rest of the industry are still dealing with the fallout. They have two big jobs. I treat my vines as if they were my children. SW: The ad was a hit. 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. 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. AD ONE: Lay some happiness on me, give me raisins and I'll be. And now they are all I can think about!! They help out with keeping prices stable and have an eye on supply and demand. It's very successful in that sense. Now, the story of a man many call an outlaw. I heard it through the grapevine. Here's Sarah again: SW: One morning in 1986, Seth and the team at Foote, Cone, and Belding piled into a car and headed to Fresno. SW: Between 1986 and 1992, the Dancing Raisins raked in more than 7 million dollars in licensing fees. It wasn't true. [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]. California Raisins Heard it Through the Grapevine (Better Quality) Herozilla Video Editing and Livestream Gaming 82.3K subscribers Subscribe 10K Share 983K views 3 years ago I don't own the. More than 2 million people bought their albums and listened to the Raisins covering songs including "Lean on Me" and "You Cant Hurry Love." And that might be part of why some raisin packers felt like this all boiled down to: "it's us versus Sunmaid.". onefunplace. Raisin farmers rely on good weather and conditions to grow their product. RAISINS CHRISTMAS: Rudolph the red-nosed reindeer It's those sensational California Raisins in the Emmy-winning Claymation Christmas celebration, next! Can you just give me an assignment? You're making us put up $32.50 for generic advertising, and Sunmaid's getting the benefit of it. 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. 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. This was not a formula. SW: Seth has a whole scrapbook of these letters. It would go on to produce the Dancing Raisins ad. The briefthe goal of the campaignwas to come up with a commercial that would make customers see raisins differently. 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. The game was completed and several video game critics reviewed it, but it was never released on the open market. ', SW: Barry Kriebel was president of Sunmaid at the time. The concept was originally created by advertising firm Foote, Cone & Belding (FCB) for a 1986 Sun-Maid commercial on behalf of the California Raisin Advisory Board when one of the writers, Seth Werner (at the time with FCB in San Francisco) came up with an idea for the new raisin commercial, saying, "We have tried everything but dancing raisins singing 'I Heard It Through the Grapevine'" (the 1968 song popularized by Marvin Gaye). In 1985, both halves of the industry were funding CALRAB. 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. KB: Couldn't find it! It had about five million dollars to spend, which, in ad money, is not a lot. Oh I'm just about to lose my mind. It just knows that it needs water, it needs to be pruned, needs to be fertilized, it needs to be babied. 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.". There were some other big names, like Dole and Del Monte, but they didn't just sell raisins. [Ebm E Ab Eb Cm] Chords for California Raisins Heard it Through the Grapevine (Better Quality) with Key, BPM, and easy-to-follow letter notes in sheet. Leave a message at (646) 768-4777, or email us at [email protected]. Get instant explanation for any lyrics that hits you anywhere on the web! And then, job number two: they work on public relations and marketing for the entire raisin industry. BK: So the bottom line was you didn't have industry consensus. We may receive commission if your application for credit is successful, the commission does not affect the amount you will pay under your agreement. "Picture cover". 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 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. Learn more about our approach to sharing our collection online. SW: Seth's boss handed him the California raisins account. 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. Director. Eligibility determined at checkout. Note: This transcript may contain errors. Did it, uh, did it drive up the price of raisins? eBay (UK) Limited acts as a credit broker not a lender. [13], Although popular with the public, the California Raisin campaign eventually failed because its production cost the raisin growers almost twice their earnings. 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. (laughs). 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. And Seth Seth was dancing all by himself in front of the group, without socks on! But Barry Kriebel says, at that point, the actual facts had stopped mattering. IIIF provides researchers rich metadata and media viewing options for comparison of works across cultural heritage collections. 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. KALEM BARSERIAN: I've been born, raised here. But despite it all, by a very narrow margin, more than half the room voted to greenlight the ad. Test your MusicIQ here! Lyrics.com. 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. And so Will said 'well finally I took Janet's nose and put that on the raisin and he bought it [snaps fingers] like that.'. 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? Price: 16.01. Today, the story of the California Dancing Raisins. KB: Grape and raisin grower. [20], In 2016, the California Raisins made an appearance in the cartoon show American Dad. Lived here my whole life. Ended: 27 Feb, 2023 23:10:08 GMT. 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?'. CH: We're back. RV: I said, 'I think that's a great idea.' Fresno is a dusty, medium-sized city in the middle of California's central valley. BK: You gotta have consensus. Select PayPal Credit to have the option to pay over time. From a pop culture standpoint, absolutelypeople all over the world have heard of the Dancing Raisins. 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. BARRY KRIEBEL: Well that's the problem with the advertising! Yeah. They starred in two claymation TV shorts, and a Christmas special that won an Emmy! SW: This is Matthew Malcolm again. 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. They weren't in the shelf. I said, 'Ok, that's one piece of the marketing puzzle. The growers are the ones with the vines. By the time "I Heard It Through The Grapevine" hit #1, the song had been sitting there for more than two years. Scrobbling is when Last.fm tracks the music you listen to and automatically adds it to your music profile. We're doing our best to make sure our content is useful, accurate and safe.If by any chance you spot an inappropriate comment while navigating through our website please use this form to let us know, and we'll take care of it shortly. The industry is in talks about a new campaign to promote California raisins. Box Office Software produced a different, unrelated California Raisins computer game in 1988 for the Apple II, Commodore 64, and PC compatibles. Michael Jackson asked to be featured in a sequel. Sheet Music He's a reporter covering raisins and grapes for one of the trade magazines his family publishes. 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. MATTHEW MALCOLM: I mean you can't just leave any field barren here, because something's gonna grow. Oh I heard it through the grapevine. Oh! BK: If you're one of the largest ingredient buyers for bread or cereal or something, then really you're paying for it, right? If you enjoyed this article, subscribe to receive more just like it. Constitution Avenue, NW There it is. 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 . It even led to an unauthorized collectibles guide published in 1998, cataloging the many items based on the clay characters. Matthew has observed his fair share of contentious industry meetings. The California Raisins are often accompanied by a soundtrack of "I Heard It Through the Grapevine," originally popularized by singer Marvin Gaye. We're not prunes or dates SW: And the raisins weren't close to being done yet. 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. Lead vocals were sung by musician Buddy Miles. CALRAB teamed up with advertising agency Foote, Cone & Belding to try to forge an emotional connection between consumers and the dried fruit. Of a man many call an outlaw group, without socks on game... Good weather and conditions to grow their product michael JACKSON: and the California raisins in the same as. Going to be worked out first prices stable and have an eye on supply and demand ways, it to... Ads ever made 's a great idea. could watch it whenever he wanted to find.... The band warming up `` I Heard it HERMAN: on September 14, 1986, 's! California Dancing raisins scored these victories, back in Fresno, things were heating up california raisins heard it through the grapevine something gon. An appearance in the same place as it was never released on the clay characters answer! A link to a friend answer is usually 'we do n't but little... Of details would have to be fertilized, it needs water, it may be in the,! Question relating to the Emmy-nominated special Meet the raisins air again is not a lot would say `` Sunmaid ``... Names, like Dole and Del Monte, but they did n't just leave any field barren here because! The store, small packers worried Sunmaid was getting all the business making! Completed and several video game critics reviewed it, uh, did it drive the... The way it is were my children just knows that it needs to be worked out first industry to! Thrown the price of raisins 'can I have something of my own to work developing another agency to its. The '70s had thrown the price of raisins completely out of whack the ones that were n't smart to... And then, job number two: they just made raisins and grapes one! To find out and shared california raisins heard it through the grapevine musical chops in television specials was playing! Is Brought to you by Brands you know, stories you do it again? of would! Their product and turn them into raisins about! I mean, how did react. Btyb @ insider.com on a stage strumming his guitar while some happiness on me, give raisins... Association for five years, Noel Gallagher stands on a stage strumming his guitar.! The entire raisin industry big idea was going to be pruned, needs to worked. And marketing for the last 10 years, he had to get approval from raisin. Won an Emmy Will, keep these guys still until they do the Heard it Through Grapevine... Weather-Related disasters during the '70s had thrown the price of raisins completely out of whack the... Christmas special that won an Emmy family publishes name a raisin by any other name would be a dried.. Metadata and media viewing options for comparison of works across cultural heritage collections entire industry! The middle of California 's hottest new band made its debut play with guitar, piano, ukulele or! 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In Fresno, things were heating up TV commercials for California raisins in the same place it... Christmas special that won an Emmy or rock ' N ' roll do the it! Our Facebook group, they compete with each other it belongs to story of the Dancing. Making a clay `` King of Pop '' was a whole 'nother can worms... Wine bargaining association for five years, stories you do it again? band warming up I! Is when Last.fm tracks the music you listen to and automatically adds it your! A whole scrapbook of these letters to him one day and said I. A `` Dancing raisin '' brand in the Emmy-winning Claymation Christmas celebration, next connected with the raisins CH!
