Recognizing the powerful role social media plays in today’s consumer journey, Harbinger has spearheaded multiple influencer programs for Conagra’s diverse portfolio. From Angie’s BOOMCHICKAPOP and Orville Redenbacher to PAM, POGO and more, our strategies activated a full spectrum of creators — from Nano voices to high-impact Mega influencers — to drive relevance, trial and conversation.

Campaigns spotlighted both core products and innovation, generating hundreds of thousands of organic video views and ultimately scaling to millions through paid amplification in partnership with the interagency team. Select programs further encouraged trial through couponing and contesting, creating a seamless path from awareness to action.

Across Canada, these integrated efforts strengthened consumer affinity and reinforced the brands’ cultural relevance, ensuring Conagra’s products stayed top-of-mind in an increasingly competitive landscape.

Eat Just Inc. introduced JUST Egg into the Canadian market and Harbinger was challenged with creating awareness and driving trial of this delicious, folded, plant-based egg product that cooks in your toaster and creates amazing breakfast sandwiches. Harbinger implemented a national media relations program and a three-tiered influencer relations strategy (macro, micro and nano influencers) that spread the word to both English and French consumers across the country through a variety of social platforms including TikTok. In just two short months, the campaign garnered millions of impressions and hundreds of thousands of engagements which helped to create loyal customers and solidify relationships with Canadian grocery retailers.

As a large plant-based masterbrand, Gardein has a strong variety of offerings for those looking to adopt more of a flexitarian diet. The brand needed a campaign that stood apart. Harbinger, along with the interagency team, developed a program that encouraged consumers to “Cheat on Meat” – incorporating plant based eating into at least one meal a week. We created and cheeky campaign that included a cheat on meat micro-site and quiz; partnerships with relationship experts and influencers to encourage you to “cheat” and a full earned media campaign allowing it to all break out from the regular food story-lines. The campaign beat all KPI’s with massive engagement and millions of impressions, including earned reaction from top Canadian celebrities. It also drove trial with thousands of quiz completions and coupon downloads. Gardein continues to be a dominant force in the plant-based category – shifting the mindset of consumers across Canada.

Harbinger worked with the California Prune Board promoting the versatility and health benefits of California Prunes. By leveraging our long-standing relationships with English and French dietitians, media and influencers, along with consumer sampling and a targeted digital ad campaign, Harbinger’s marketing campaign increased the sales of California prunes in Canada by 28%.

To differentiate Dove, make it relevant in the cluttered beauty category and launch a host of products year over year, Harbinger, in partnership with a team of partners, worked to uncover and launch the brand’s purpose. For the past 15+ years, we have launched new initiatives and new products all under the key tenets of the brand to make girls and women feel good about themselves and keep consumers coming back to the brand again and again. Since the inception of the campaign and the brand’s entry into several personal care categories for women AND for men, we have seen a significant positive shift in brand perception and massive sales.