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Homepage 2019-11-18T15:05:11+00:00

WE KNOW CANADA

Top 7 Questions Our US Clients Ask About Canada.

While every ask, budget and relationship is unique, we have found that similar questions come up time after time, from our clients and prospective partners. We have consolidated a few of those questions here, but we know this is just the tip of the iceberg. 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:

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.

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.

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 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.

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

Making a client’s launch “purposeful”

With literally thousands of brands launching every day, it’s challenging for brands to have a unique point of difference. A brand with a purpose delivers genuine value to consumers by standing for something consumers care about.

The ever-changing media environment, as told by Harbinger panelists

It’s clear that the traditional media landscape today is changing dramatically and at a rapid pace: consolidation of media outlets, termination of community and daily newspapers, staff shortages, high demand to break through the clutter and reach the masses through earned approaches – all with the speculation that Print. Is. Dying!

More than a pretty face – Personal Care launches that succeed

Every product in this cluttered category is launched by marketers with a promise for a “better version of ourselves” for the consumer. With so many selling points and daily innovation, messages become jumbled and turn into noise as it reaches your prospective audience – making it a challenge to break through.

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We provide strategic counsel and best-in-class execution to support your consumer-facing launch objectives. Some of our services include:

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About Harbinger

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.

MEET OUR LEADERSHIP TEAM

We Keep Great Company

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
SVP, Managing Director
1.877.960.5100

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