The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song "I Heard It Through the Grapevine." The ads, which were hugely popular and gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of

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This campaign was an example of institutional advertising, which aims to promote the image and reputation of a company or industry rather than a specific product or service. The California Raisin Advisory Board was promoting raisins as a food choice in general, rather than a particular brand or type of raisin.

The California Raisin Advisory Board Used to Run Ads Featuring