WE KNOW CANADA
Top 7 Questions Our US Clients Ask About Canada.
We have updated our popular Q&A, consolidating the most commonly asked questions from new and prospective clients and partners throughout last year. With every answer there is undoubtedly more complexity and context behind your brand and beyond what we have included here. So give us a call, we want to help answer your questions too!
Launching Your Food or Beverage Product Into Canada
With more than 20,000 new food and beverage products launching each year in Canada, there is definitely a need for information and education on how to launch successfully. As an agency that specializes in helping brands launch, Harbinger has the privilege of helping many optimize their debut in Canada.
Though many of the questions or needs a brand may have are as unique as the product or brand itself, we are asked many similar questions, particularly from our friends across the border, who want advice on coming to Canada. We thought it would be helpful to bring a panel of experts together and host a webinar, “Launching your food or beverage product into Canada” to shed light on a number of key areas for consideration
View an archive of the webinar by clicking below:
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“Harbinger works with ConAgra on an on-going basis to drive awareness and education for many of our key brands.”
“Being a US based company, it is outstanding to have passionate experts in the Canadian market on our team.”
“Harbinger was an integral partner for my portfolio of Kaz brands such as Braun, Vicks and Honeywell.”
“As Evenflo’s marketing agency in Canada, Harbinger was truly an extension of our team.”
Evolving an established brand
Taste USA works with over 40 U.S. Cooperators to bring Canadians an amazing selection of fresh, high-quality U.S. food and beverage products – everything from table grapes to craft beer to barbecue sauce. To appeal to Canadian consumers as the next best choice to local products, Taste USA was in need of a brand overhaul. Harbinger worked closely with their team to update the brand name, tagline and identity, all while validating the changes through focus groups and online surveys. Results are proving successful as Taste USA continues to connect with local consumers and grow north of the border.
Canadian launch of plant-based egg product exceeds “eggspectations”
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.
Canadian Packaging Launch
Milkadamia, a US-based non-dairy beverage, needed Canadian packaging for the launch of this product in Canada.
In addition to creating impactful, bilingual English/French artwork for Canadian Milkadamia products, Harbinger provided recommendations for French taglines and translation, to resonate with French Canadians. To meet Canadian labeling regulations, Harbinger gathered input from a Canadian registered dietitian, who is a Nutrition Facts Panel expert and ensured the new packaging met our client’s Canadian customers’ needs.
Convincing Canadians to Cheat on Meat
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 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.
A Fresh Start – DareFoods.com
With an expanding category and product portfolio and continued domestic and international growth, our client was looking to modernize their corporate websites. Their ambition: to improve user journey, enhance brand visibility and engagement potential and enable future customization of site design and functionality, much more efficiently. All this, while also retaining a multi-brand presence that would showcase the unique attributes and content appeal for different audience targets, throughout the site.
Showcasing unique brand personalities, celebrating food inspiration and product attributes and improving discovery and shop-ability of brands and products were priority for our content and site design strategy.
The site re-launch further enhanced the customer service access, site search and navigation between global sites and brand-owned social channels and third eCommerce. We worked closely with our clients to create a custom analytics reporting dashboard to provide broad and detailed reporting for relevant stakeholders, at their fingertips.
Driving Healthy Sales of California Prunes
Harbinger works 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%.
A Simple Strategy
A long-time favourite skin care brand of the UK, Harbinger drove awareness and trial for the brand’s debut into Canada. Key to a successful strategy, was understanding the balance between leveraging the brand heritage and love across the pond with beauty trends and needs of Canadian women today.
Dove – A Masterbrand with purpose and a platform to launch category leaders
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 tenants 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.
We provide strategic counsel and best-in-class execution to support your business objectives. We have a passion for launching brands, products and purpose in Canada.
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A Few of the Awards We’ve Won
Harbinger is an independently owned marketing communications firm with deep expertise in launching brands, products and purpose in Canada. We opened our doors as a public relations agency, over 30 years ago and have partnered with clients across multiple industries from beauty/personal care, food & beverage and parenting to commodities, financial and not‑for‑profit.
Our practice continues to evolve with a nimble team of leading content strategists, creatives and influencer (or media and influencer, or client service, or activation) specialists. We work with partners in Quebec and the United States, who mirror our capabilities, to deliver culturally and regionally best-in-class programs.
We Keep Great Company
Many of our clients come to us for an immediate need, but most keep holding-on for years and beyond!
Let’s connect and see how we can help you too!