The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins who boogied to the song,"I Heard It Through the Grapevine." The ads,which were hugely popular and which 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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The California Raisin Advisory Board's ads featuring "The California Raisins" were designed to promote the image and reputation of raisins as a whole, rather than promoting a specific product or service (as in product-focused advertising). This falls under the definition of institutional advertising, which aims to build a brand or promote an organization's values or mission.

The California Raisin Advisory Board Used to Run Ads Featuring