Canadian Food Product Launches 2021-08-18T14:10:28+00:00


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.

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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?

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