WE KNOW CANADA
Top 7 Questions Our US Clients Ask About Canada.
We have updated our popular Q&A for 2020, 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!
Download your copy of the guide, newly updated for 2020!
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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.”
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.
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 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.
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.
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.
We provide strategic counsel and best-in-class execution to support your consumer-facing launch objectives. Some of our services include:
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, media and influencer specialists, creatives and dedicated client service partners. 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!