For many, the mention of California Raisins brings to mind the iconic Dancing Raisins and their “I Heard It Through the Grapevine” groove of the mid-’80s. While raisins might not be TV stars anymore, they continue to be an all-natural, healthy food with fiber and potassium.
As such, FleishmanHillard created an extensive nutrition communications program to deliver the good word about the good fruit. Highly integrated activities included a spokesperson corps of registered dietitians (fondly referred to as the Super RD Network), extensive nutrition research announcements, webinars with third parties such as the Produce for Better Health Foundation, integration at the Academy of Nutrition and Dietetics annual meeting, and engagement with the California Raisin Marketing Board’s Scientific Nutrition Research Panel.
Among the results of the campaign’s efforts to sing the praises of the fruit, the “USDA Nutrition and Wellness Tips for Young Children: Provider Handbook for the Child and Adult Care Food Program” specifically recommends raisins in multiple references, while other dried fruits are left out — and no doubt singing the blues.