• Brandweek, Thursday, September 21, 2006 12:45 PM

Those carefree California Raisins that entertained us with their tapping feet a generation ago are assuming a lotus position in a new campaign that breaks next week. "Wise Choices" promotes the California Raisin Marketing Board's product as a convenient wholesome snack that delivers quick energy for healthy lifestyles. One ad shows a woman in a sitting yoga pose in a grape vineyard. The headline reads: "Wheresoever you go, go with a tasty snack." CRMB, an industry trade group for raisin growers and marketers, says it is committing $4.6 million behind a marketing budget that includes print, a new Web site, banner ads, consumer sweepstakes and a satellite media tour by celebrity fitness trainer Valerie Waters. It veers from the board's long-running--and successful--"Look Who's Cooking" campaign, which focused on raisins as a cooking ingredient. Ads will drive consumers to LoveYourRaisins.com, a one-stop resource for recipes, nutritional information and special offers.

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