California Raisin Marketing Board: California Raisins campaign

Although they did not represent a specific brand, the clay-form California raisins were among the most popular and celebrated advertising figures of their day.

California Raisin Marketing Board: California Raisins campaign

Sarah Milstein

Overview

Although they did not represent a specific brand, the clay-form California raisins were among the most popular and celebrated advertising figures of their day. Created in 1986 by Claymation artist Will Vinton and advertising agency Foote, Cone & Belding in San Francisco at the behest of the California Raisin Advisory Board, the dancing raisins not only boosted product sales but also spawned national tours, an official fan club, and hundreds of licensed products. On a television advertising budget of just $5.4 million in 1987 (in contrast to McDonald's $344.1 million...

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