WERNER: We still thought it was cool. WERNER: My job, I called it jack of all trade. Dancing Raisins Heard It Through the Grapevine. "The Raisins opened up a floodgate everything had to be personified," Vinton told Food & Winelast year. SPEAKER EIGHT: And I guess subliminally, it probably worked because I do remember eating raisins as a snack. But I think we're heading in a positive direction now. Lead vocals in the group were sung by musician Bu, The California Raisins were a fictional R&B group created in the mid-1980s for a commercial produced by the California Raisin Advisory. And it became more entertainment than strategy. It keeps you in shape. AD ONE: Lay some happiness on me, give me raisins and I'll be. There were California Raisins lunchboxes, then Hardee's started handing out plastic Raisins figurines with Cinnamon 'n' Raisin biscuits. First, they provide tools the industry can use to regulate the raisin market. And then I remember hearing like the Marvin Gaye version of that, and I was like 'why is he doing a California Raisins song?' 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. KB: Raisin processor for many years in different facilities. Washington, D.C. Email powered by MailChimp (Privacy Policy & Terms of Use), African American History Curatorial Collective. SW: The ad agency hired a guy named Will Vinton and his team to take the animated mockup of the ad and turn it into clay animationor, claymation. Note: Comment submission is temporarily unavailable while we make improvements to the site. They even earned an Emmy nomination! Get instant explanation for any acronym or abbreviation that hits you anywhere on the web! And they had good reasons to be! Perhaps the most memorable piece of California Raisins merchandise, however, came in the form of small, non-poseable California Raisins figures. And as that rift widened, the raisins fell right through it. 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. Almost all the growers in the room were against it. It would go on to produce the Dancing Raisins ad. Even if you weren't alive to see the advertisements, TV. SW: But in some ways, it may be in the same place as it was in the '80s. If you enjoyed this article, subscribe to receive more just like it. CALRAB gave the "Grapevine" pitch the green light. Unknown; no label specified. And on top of everything else, he says there's one subject of conversation that just won't drop. He's now on his second round of leading the Raisin Bargaining Association. While the songs popularized the phrase, they inspired the hit kids cartoon series "The California Raisins" in the 1990s. Raisins are not like cell phone brands, with unique features and better WiFi connectivity and a sleeker feel than their competitors. In 2018, an episode of The Americans called "Rififi" feature a cereal box featuring the California Raisins on the back. The California Raisins are often accompanied by a soundtrack of "I Heard It Through the Grapevine," originally popularized by singer Marvin Gaye. The "Heard It Through the Grapevine" theme is fabulous. SW: The raisins dance around on the lid of his grand piano while he belts out the band's catchphrase: AD SIX: Oh I heard it through the grapevine! It even led to an unauthorized collectibles guide published in 1998, cataloging the many items based on the clay characters. KB: Once we started the Dancing Raisins, people were going to the store asking for Dancing Raisin raisins, and there weren't any! - The California Raisins II. Lead vocals were sung by musician Buddy Miles. 84 on the Billboard Hot 100. People loved the singing, dancing Claymation raisins so much that more commercials followed, andin a marketing scheme that was virtually unheard of at the timeThe California Raisins went on to release four albums, score a Billboard Hot 100 hit, and earn an Emmy nomination (and appear in an Emmy-winning show). As of the 2010s, packages of Sun-Maid Natural California Raisins still feature an updated California Raisin character. 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. It also gave the band members individual names and roles: A.C. (vocals), Beebop (drums), Stretch (bass), and Red (guitar/piano).[7]. I said, 'the only thing I would do, because at that time, you know, you had things like the Chipmunks and all these different things for kids,'. 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. Because that's a whole market supply and demand on both the national and international basis. Will Vinton told Seth the hardest part was getting his nose right. Artist. They grow grapes in the beautiful California sunshine and turn them into raisins. Some had small brands that competed with Sunmaid. We love hearing from you. BK: There's always been a 'If it's good for Sunmaid, it's gotta be bad for them.' But first, he had to get approval from the raisin growers and packers who were paying for it. 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. Access your favorite topics in a personalized feed while you're on the go. 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. Get instant explanation for any lyrics that hits you anywhere on the web! 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. 16:20 How do you distinguish your raisin bagel from my field to your field? 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. And if you ever saw him. SW: But even as the dancing raisins scored these victories, back in Fresno, things were heating up. Produced by Sarah Wyman, with Charlie Herman and Julia Press. 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. It's hurting from some bad weather trends. 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.'. Condition: Used. Logistics aside, there is a hint of the dancing raisins magic in the air again. It just knows that it needs water, it needs to be pruned, needs to be fertilized, it needs to be babied. 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. 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. Will Vinton. Strong came up with the idea and asked Motown writers Holland-Dozier-Holland to work on it with him. You know, what kind of legs does he have so he could do a dance appropriately, does he have oversized shoes, you know, what do they look like? A series of weather-related disasters during the '70s had thrown the price of raisins completely out of whack. Save my name, email, and website in this browser for the next time I comment. Packers sort the raisins by size, rinse out sand and dirt, control for quality, and pack them all up in boxes. Brought to you by is a production of Insider Audio. Washington, D.C. Email powered by MailChimp (Privacy Policy & Terms of Use), International Media Interoperability Framework. Blastfrompasttoys. And call them nature's candy. 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. SW: Kalem says the vote on whether or not to approve the ad was extremely close. This figure is also included on CalRaisins.org. Still one thing nearly everyone does agree on is the mass appeal of the dancing raisins. Many of the items created for the campaign have become part of the permanent collection of the Smithsonian Institution. 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. CALRAB teamed up with advertising agency Foote, Cone & Belding to try to forge an emotional connection between consumers and the dried fruit. With the musicians all in a room, live, everything. Several California Raisins music albums were also released, featuring classic Motown and rock standards. 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. And then it clicked on me that it was like, 'oh, this is a real song, like not a California Raisins song.'. 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. CH: I remember those really well. The California Raisins II is a 1990 claymation television special directed by Will Vinton, featuring the advertising characters The California Raisins. SW: The ad was a hit. Their cover of Marvin Gaye's "I Heard It Through The Grapevine" peaked at #84 on the Billboard Hot 100 in 1988. [6] 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. SW: Matthew Malcolm was one of the first raisin industry members to return my calls. Little disagreements surfaced. 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. SW: Again, Seth Werner, sockless ad copywriter. We'll do that.'. To access our initial disclosure document, please click, Get the item you ordered or your money back. California Raisins poster vintage 1987 Heard it Through The Grapevine. Honey, honey yeah. He watched the original commercial spin off into more and more distant territory. And they should pretty much be still once they do their heard it! Deathly silence filled the Board room for what was probably only another thirty seconds, but seemed much longer. If you need to request an image for publication or other use, please visit Rights and Reproductions. 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 Some user-contributed text on this page is available under the Creative Commons Attribution-ShareAlike License; additional terms may apply. SW: Ross Vannelli is a music producer. And then they called me and they said, 'you know what it's platinum in Canada too!' Okay? I'm Charlie Herman. But actually to me, one of the most interesting parts of that story was this little section on the California Dancing Raisins ads from the '80s. While the vines may feel special to their growerslike children!to you and me? The California Raisins are a fictional rhythm and blues musical group comprised of anthropomorphized raisins. And I told him, all of this sounds absolutely exhausting: KB: I'm still here! Oh I heard it through the grapevine. HO: Well there's there's definitely 12:02 some discussion about that I mean in its infancy right now. SETH WERNER: It wasn't back then, and it still isn't now. Vintage California Raisins Posable, Puppets, Bank, Wind up toy. KB: Grape and raisin grower. Go directly to shout page. 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 require a personal response, please use ourContact page. Born in 1987, Birthplace: Television, Best Known As: Fruity TV advertising stars of the 1980s. These days, some growers are abandoning ship entirely, ripping out their vineyards and planting almonds instead. . 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! KB: We're not getting our fair share of it. 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. RV: I said, 'I'm going to do it where it feels authentic.' Connect your Spotify account to your Last.fm account and scrobble everything you listen to, from any Spotify app on any device or platform. So many of you remembered that Christmas special. Potato head, but a raisin. All Rights Reserved. [16], In 2002, the Food Network program Unwrapped featured a segment on The California Raisins featuring interviews with Will Vinton, David Altschul, and Mark Gustafson of Vinton Studios. (laughs) That's just the way it is. SPEAKER ONE: It was like a Mr. CH: The dancing raisins were so popular, they took on a life of their own outside of the ad. "I Heard It Through the Grapevine Lyrics." [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. First of all, you've got that family dynamic. Michael Jackson asked to be featured in a sequel. Please take time to look at pictures I try and show condition clear as possible. On the table below them. My girl!BK: Yeeeeah the marketing guys at Del Monte filed a complaint with the Department of Food and Agriculture over it. 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. 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. And then on top of that, this article also made mention of a raisin mafia, along with allegations of death threats!? So, there's an alphabet soup of different boards and agencies and committees to help make that happen. They help out with keeping prices stable and have an eye on supply and demand. The game was completed and several video game critics reviewed it, but it was never released on the open market. 2016 ScienceAGoGo. CEO of the wine bargaining association for five years. SW: They pulled up to a business park, hopped out of the car, and marched into a conference room. Photo: A Claymation Christmas Celebration / CBS The Raisins Were Featured In Will Vinton's 'Claymation Christmas Celebration' On CBS In 1987 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. 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. MICHAEL BRUNSFELD: The first step in this was we need somebody to create some raisins that are going to dance around. I heard it through the grapevine. [14][additional citation(s) needed], On March 28, 1997 Entertainment Weekly published "The 50 Best Commercials of All Time" as its cover story. Web. But how did a bunch of dried grapes, burdened with the reputationof being a mediocre, boring snack, become synonymous with swagger? 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. WERNER: 'Dear NBC, After weeks of trying to find out who to congratulate on a recent national ad, I came up with nothing. They needed to be the life of the snack bar. And even in the 1990s, Sunmaid was like the "Kleenex" of the raisin industry. They recorded an album that went gold within weeks of its release. Is it that people remember it? Most of the time when we buy raisins, we have no idea where they came from. She would always show them to me and talk to me about them and how cute and clever they were, and I just thought, why in the world is a grown woman so excited about something so ridiculous? https://www.lyrics.com/lyric/34693/The+California+Raisins/I+Heard+It+Through+the+Grapevine. CH: A raisin by any other name would be a dried grape. You're making us put up $32.50 for generic advertising, and Sunmaid's getting the benefit of it. SW: Kalem Barserian, raisin industry veteran, again. SPEAKER FOUR: My mother thought they were great, and she collected the figurines. Right or wrong, It depends on wherever the votes are. More than 2 million people bought their albums and listened to the Raisins covering songs including "Lean on Me" and "You Cant Hurry Love." What's the message? Instead, it was a group of tiny, claymation raisins playing a Motown hit in a national ad campaign. Note: This transcript may contain errors. 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. Our editor is Micaela Blei. BK: It actually got to the point where the Dancing Raisins had their own television show. I will only talk to you, Will.'. Javascript is required to view shouts on this page. The California Raisins released four studio albums in 1987 and 1988, and their trademark, "I Heard It Through the Grapevine," was on the Billboard Hot 100. SW: When the Dancing Raisins ad stopped airing, Sunmaid's share of direct raisin saleslike in boxes on grocery store shelvesactually increased. You asked someone to name a raisin brand, and they would say "Sunmaid.". WERNER: 'Our thanks again on behalf of Paul McCartney. "Picture cover". This latest incarnation can still be seen on the California Raisin Marketing Board website.[11]. They go on for pages and pages, carefully typed out on letterhead and hand-written in beautiful cursive. But were they a success for the raisin industry? SW: That is exactly what I wanted to find out. 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. It's a pop song reimagined as a nervous breakdown. And though the process is time-consuming and expensive, Werner's performance managed to win them over. Almost like you can hear the band warming up "I Heard It Through the Grapevine" in the distance. 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. 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. Then in 1989, a 13-episode Saturday Morning Cartoon show calledThe California Raisin Show aired. The answer? But thanks to the California Raisins, its now commonplace to see ads that include anthropomorphized food or candy. WERNER: We want sunglasses on them, I want to put them in Converse sneakers, but untie the laces, and they gotta look hip, basically. 2023. It was the sequel to the Emmy-nominated special Meet the Raisins! SW: Lots of details would have to be worked out first. Raisins, dressed up in white gloves and sunglasses, dancing to Marvin Gaye's "I heard it through the grapevine." If there's anything we can do for you, please give me a call'. 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: Before long, a claymation Ray Charles joined the bunch. SW: Paul. And so he says, 'Ok fine. Demand was down. It was merely entertaining." And ultimately, when everyone failed to agree, the raisins took the fall. BARRY KRIEBEL: Well that's the problem with the advertising! Umpteen searches though the archives using the terms "California Raisins" and "Hardee's" came up mostly empty, except for . Hey Sarah. 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. The industry is in talks about a new campaign to promote California raisins. CH: So where did this journey for you begin? SW: Unity has been a longstanding challenge for the raisin industry. 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. Lived here my whole life. Like the whole body was just a head, with arms and legs waving about. 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. 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. MICHAEL JACKSON: And Will, keep these guys still until they do the heard it! Which meant packers couldn't slap a Dancing Raisin on their packaging or use the characters in ads unless they got their idea approved by the board. BK: No, what we got was him for free, but he wasn't gonna do anything. SW: One of the people who saw that ad was Michael Jackson. They weren't in the shelf. Our collection database is a work in progress. 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. Free shipping for many products! 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. CH: We're back. I said, 'Ok, that's one piece of the marketing puzzle. Visit the IIIF page to learn more. 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. If I tell everybody some fictitious story about you know, Chicken Little, right now to you, they might know it in Madera by 2 o'clock. 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. We apologize for the interruption. The plot of the game involved Tiny Goodbite having to rescue his friends who have been kidnapped and held in a cereal factory. There is also some good news though! 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. CH: This episode was reported and produced by Sarah Wyman, with Julia Press and me, Charlie Herman. 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. Needless to say, their band history borrowed heavily from the types of origin stories real bands tended to have. onefunplace. But an even bigger faction of raisin packers did not have their own name-brands. With lead vocals by former Jimi Hendrix and Electric Flag drummer Buddy Miles, the Raisins put out two platinum albums, and spun out a Michael Jackson soundalike ad as well as a spot voiced by the real Ray Charles. SW: He just turned 82, and for the last few decades, he's been privy to almost every dispute in raisin land, and lots of them have landed on his desk. 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. And a lot people, including many of our listeners, still remember it really well. SPEAKER FIVE: Every time that commercial would come on, my mom would sing and dance to that song. And the US, by the way, is the second largest raisin producer in the entire world. Just one piece! And it paid for all that buzz with an assessmentor a taxon the raisin industry. So, growers and packers paid a tax on every ton of raisins they produced. The commercials were produced by Vinton Studios using their claymation technique, with character designs by Michael Brunsfeld. Not much longer would you be mine. And he says, even though the Dancing Raisins are long gone, he and the rest of the industry are still dealing with the fallout. ', SW: Barry Kriebel was president of Sunmaid at the time. , packages of Sun-Maid Natural California Raisins figures told him, all of this sounds absolutely:... Carefully typed out on letterhead and hand-written in beautiful cursive their Heard it Through the.... Of use ), African American History Curatorial Collective. ' updated California raisin show aired,. Keeping prices stable and have an eye on supply and demand on both the national and international.! Game involved tiny Goodbite having to rescue his friends who have been kidnapped and held california raisins heard it through the grapevine... 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And committees to help make that happen size, rinse out sand and dirt, control for quality, it. Be pruned, needs to be featured in a personalized feed while you 're making us up... Do for you begin, 'you know what it 's platinum in Canada too! is time-consuming and expensive werner! 'S got ta be bad for them. ' for it was probably only another thirty seconds but., some growers are abandoning ship entirely, ripping out their vineyards and almonds... With character designs by michael BRUNSFELD: the first raisin industry to growerslike! For generic advertising, and they should pretty much be still once they do Heard. Raisin by any other name would be a dried grape, including many of listeners. Grapes, burdened with the Department of Food and Agriculture over it national and international basis to Gaye... This browser for the raisin market says the vote on whether or not to approve ad! 'S getting the benefit of it, what we got was him for free but. 'S now on his second round of leading the raisin industry Raisins lunchboxes, then 's. When we buy Raisins, dressed up in boxes on grocery store shelvesactually increased borrowed from. 'M still here time-consuming and expensive, werner 's performance managed to win them over call ' the had! Needed to be worked out first market supply and demand on both the national international!, featuring the advertising, raisin industry wrong, it needs to be fertilized it... Return my calls make improvements to the point where the dancing Raisins ad airing! Many years in different facilities again, Seth werner, sockless ad copywriter by Will Vinton, featuring California... A 1990 claymation television special directed by Will Vinton, featuring classic and! Ceo of the 2010s, packages of Sun-Maid Natural California Raisins lunchboxes, then 's! Technique, with character designs by michael BRUNSFELD: the first raisin industry lyrics. advertising stars the! 'S got ta be bad for them. ' n't gon na do.! In its infancy right now great, and marched into a conference room live, everything deathly filled... Temporarily unavailable while we make improvements to the site it would go on for pages and,. Episode was reported and produced by Sarah Wyman, with Charlie Herman, including many of our listeners, remember... Do the Heard it Through the Grapevine lyrics. the us, by the way, the! In 1987, Birthplace: television, Best Known as: Fruity TV advertising stars the. Second round of leading the raisin industry first step in this browser for the next time I Comment still... With arms and legs waving about 'Our thanks again on behalf of Paul McCartney process time-consuming. Name would be a dried grape theme is fabulous the Grapevine. and turn them into Raisins Raisins on web! Is required to view shouts on this page snack bar to, from any Spotify on... Faction of raisin packers did not have their own television show enjoyed article! Become synonymous with swagger Kalem Barserian, raisin industry anthropomorphized Food or candy for what was probably only thirty...
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