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

This type of advertising is called institutional advertising. Basically, this form of advertising is a method that is used to promote a brand, company, business, organization, institution, or any other type of similar entity without directly attempting to sell something. The California Raisins were simply a method of representation that was entertaining, causing people to associate them with raisins.