WE KNOW CANADA
Locally based
Optimize Your Debut
A Step Ahead
Invested in the short and long-game, we help you anticipate and navigate through local policy and regulations, trends and the competitive landscape.
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!
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Find out what else clients are saying about us:
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.
Realigning a Brand with its Craft
For over 20 years, the lesley stowe brand has been bringing their consumers the most delicious, hand-crafted products guaranteed to elevate all their entertaining occasions. As more and more competitors came on the market, it was essential that Harbinger worked with the lesley stowe team to realign and reaffirm its key brand identifiers and brand story. We developed a comprehensive brand style guide that could be adopted by all marketing partners and refined the brand’s visual communications. This process culminated in the latest brand campaign, our craft, your art™, which Harbinger created and rolled out across a variety of in-store, online, social media and paid media applications.
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 the Canadian products, Harbinger provided recommendations for French taglines and translation to resonate with French Canadians. We also gathered input from a Canadian Registered Dietitan, who is a Nutrition Facts Panel expert. To meet Canadian regulations we coordinated printing with a container manufacturer to ensure the new packaging met our client’s Canadian needs.
Breaking through in a Crowded (Meat-Free) Market
Gardein wanted to change the idea that meat alternative options are really only for vegans/vegetarians and options available either taste bad or don’t have the same texture as the real thing. Harbinger developed a fully integrated PR program to officially launch the brand (under its new parent- ConAgra) to drive awareness; encourage trial and give consumers a reason to believe.
Through initiatives such as content integration with parenting magazines and millennial/Gen Z outlets; a country-wide nano and micro influencer program and targeted sampling with top media and thought-leaders, were able to truly break through and disrupt a very crowded market.
The result has and continues to be incredibly strong sales and a shift in perception that meat free can be for everyone.
A New Format for Dole
Harbinger launched a new format in Canada through an integrated marketing approach. Media partnerships, experiential, influencer and media relations generated results that surpassed the client’s targets on all levels.
Driving Healthy Sales of California Prunes
Harbinger launched a Canadian public relations campaign on behalf of the California Prune Board to promote the versatility and health benefits of prunes. With no advertising support and by leveraging dietitians, targeted influencers and traditional media as credible third-party spokespeople, we increased the volume of California prunes being shipped into Canada by 5 per cent and increased sales by 8 per cent, in the launch year.
Latest Blog Posts
What’s Trending in Influencer Marketing
From de-influencing to paid subscription plans, we’ve rounded up the top 5 trends we’re seeing in influencer marketing right now.
Influencer Marketing 101: Selecting influencers for your next campaign
It takes solid rationale and strategy to select influencers who will achieve measurable ROI for your next campaign. Check out Harbinger’s top considerations when selecting social media influencers.
Potential new rules for front-of-pack labeling in Canada
Health Canada is proposing a mandatory symbol on the front of consumer packaged goods (CPG) for foods high in saturated fat, sugars, and/or sodium.
Business interrupted: Top three tips for marketing during times of unpredictability
Consumer behaviour, the path to purchase, media channels and more are always evolving, but the speed and gravity of change in recent months have felt like drinking out of a fire hose: not a drip, but an explosion. Compounded with supply chain or inventory issues, and businesses are facing a lot of unpredictability in 2022. We’ve gathered our top three tips for successfully marketing even when so many variables are outside your control.
Back to the future and back to in person
For the past two years plus, Canadians’ day-to-day lives have been primarily shaped by the pandemic. Now it’s time to wonder, when it comes to retail habits, work routines, entertaining trends, and so much more, can we expect a return to our old ways? What will the balance be between online and in person?
Balancing Purposeful Purchasing Across the Generations
Consumers across generations increasingly prefer brands with a strong purpose-driven or values-based message, but does preference drive purchase?
Our Services
We provide strategic counsel and best-in-class execution to support your consumer-facing launch objectives. Some of our services include:
Launch Strategy
Strategic planning, key message development and phasing, visual branding, website build and optimization, etc.
Multi-channel Content Strategy
Channel planning, Search, copywriting, translation, asset development, paid & earned partnerships, etc
Earned Media Relations
Outreach strategy and execution, Spokesperson training, press release development and pitching, media kits, etc.
Influencer Marketing
Spokesperson and ambassador identification, product seeding, reviews and endorsement, strategic collaborations, etc.
Social and Community Management
Event Strategy and Activation
End to end vision planning and execution, staff training and on-site management, etc.
Corporate and Executive Profile Management
Corporate communications, social profile management, trade strategy, thought leadership planning, etc.
Digital Creative & Advertising
Website development, copywriting, video production, email campaign strategy and display advertising.
In-house Design Studio
Design and creative development including: graphic design, brand identity development, exhibit and event design, media and sales kits, interactive presentations, video and photography.
WE DELIVER
Transparency
We provide detailed and transparent visibility to project scope, budget and service commitment.
Measurable results
Aligning to your business objectives we establish and deliver on measurable targets.
Proven Results
We get brands to #1. Our results are proven and span independently owned businesses to established global brands.
A Few of the Awards We’ve Won
Want to learn more?
Check out our breadth of services or to get a sense of our rates look here.
Ready to get started?
We’d love to learn about your needs, share more about our work and chat about how we can help your team.
We Keep Great Company
WE’RE HIRING
Harbinger is on the hunt for a passionate, hard-working full-time Interdisciplinary Designer who wants to work with amazing people and on amazing brands. We’re looking for someone who excels in motion graphics OR is passionate about coding and web design but still has skills with InDesign, Illustrator and Photoshop. For more details, click below:
Let’s Chat
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!
Deb Adams
President
1.877.960.5100