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 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 were designed to promote the consumption of raisins by creating a positive image of the industry. This is an example of institutional advertising, which aims to improve a company or industry's overall reputation rather than simply promoting a specific product.

The California Raisin Advisory Board Used to Run Ads Featuring