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 * We Know Canada
 * Our Results
 * Services
 * DE&I
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 * We Know Canada
 * Our Results
 * Services
 * DE&I
 * Blog
 * Contact Us




 * AN INDIE PUBLIC RELATIONS AGENCY WITH A PASSION FOR LAUNCHING BRANDS,
   PRODUCTS AND PURPOSE IN CANADA.
   
   
   


 * FORTIFYING YOUR SHOPPER UNDERSTANDING TO SUCCESSFULLY LAUNCH FUNCTIONAL FOODS
   IN CANADA
   
   
   WEBINAR ARCHIVE: HOSTED BY HARBINGER AND BRANDSPARK.
   
   Watch Now
   


 * FOOD FOR THOUGHT
   
   
   U.S. AGRICULTURE PRODUCTS FIND A PLACE AT THE TABLE
   
   Read more...
   

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Homepage Chris Brown 2024-01-23T16:05:13+00:00


WE’RE HIRING:
ACCOUNT COORDINATOR

Want to join a growing and dynamic team? Harbinger Communications is hiring for
an Account Coordinator position to help contribute to our evolving client and
agency work. If you’re interested in taking on a fun and fast paced role;
working across CPG, food and lifestyle brands, this may be the role for you!
View the posting and submit through the link below.


Apply Now




JOIN OUR INFLUENCER DATABASE


We’re always on the hunt for new influencer partners to collaborate with our
clients. If you’re interested in working with top-tier brands in the food,
lifestyle, beauty, home décor and wellness industries, check out the link below
to learn more!

Learn more



WE KNOW CANADA





LOCALLY BASED


Immersed in national and regional culture, we have long-standing relationships
and established best practices with media and influencers.


OPTIMIZE YOUR DEBUT


Ensuring that your point of difference is well defined, we hone the narratives
that best introduce your brand, product or service to Canadians.


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!

Download our Guide




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:


View Webinar




ENTER YOUR EMAIL

Don’t miss Harbinger’s quarterly newsletters! Subscribe now to our email list to
receive key insights and updates on Canadian consumer behaviour and marketing
trends, along with perspectives from different members of our team.

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 * “HARBINGER WORKS WITH CONAGRA ON AN ON-GOING BASIS TO DRIVE AWARENESS AND
   EDUCATION FOR MANY OF OUR KEY BRANDS.”
   
   WHEN WE RELAUNCHED OUR ORVILLE BRAND UNDER A HEALTHIER PLATFORM AND NEW
   FORMULATION, THEY DEVELOPED AND EXECUTED A BRILLIANT STRATEGY THAT ADDRESSED
   KEY ISSUES AND OPPORTUNITIES AND REACHED OUR TARGET MARKET WITH MOTIVATING
   REASONS TO TRY AND BUY. IN ABSENCE OF OTHER MARKETING EFFORTS, HARBINGER’S
   INITIATIVES DROVE SALES TO NEW HEIGHTS AND SET US UP FOR SUCCESS IN YEARS TO
   COME.
   
   – HEAD OF MARKETING, CANADA
   CONAGRA
   
   


 * “BEING A US BASED COMPANY, IT IS OUTSTANDING TO HAVE PASSIONATE EXPERTS IN
   THE CANADIAN MARKET ON OUR TEAM.”
   
   HARBINGER IS FAST, FLEXIBLE AND IMPORTANTLY A GREAT STEWARD OF OUR MARKETING
   DOLLARS. AS A MEDIUM SIZED COMPANY, WE FEEL VERY VALUED BY OUR ACCOUNT TEAM
   AND HARBINGER LEADERSHIP; THEY ARE ALWAYS FAST TO FOLLOW UP AND PRO-ACTIVELY
   PROVIDE RECOMMENDATIONS FOR OUR BUSINESS. I WOULD RECOMMEND THIS TEAM TO
   COMPANIES BIG AND SMALL AS THEY WILL PASSIONATELY ENGAGE WITH YOUR BUSINESS
   AND FOCUS ON GROWING SALES.
   
   – ERIC WELLINGHOFF,
   VICE PRESIDENT, MARKETING,
   NEHEMIAH MANUFACTURING
   
   


 * “HARBINGER WAS AN INTEGRAL PARTNER FOR MY PORTFOLIO OF KAZ BRANDS SUCH AS
   BRAUN, VICKS AND HONEYWELL.”
   
   THEY TRULY UNDERSTOOD THE IMPORTANCE OF BEING NIMBLE, WORKING FLEXIBLY WITH
   ME AS A PARTNER, AND DRIVING VALUE FOR LIMITED BUDGETS. I ALWAYS FELT THEY
   WERE FOCUSED ON ROI AND WOULD HIGHLY RECOMMEND THEM TO ANY BRAND.
   
   – BHAWNA SHARMA,
   FORMER BRAND MANAGER, KAZ
   
   


 * “AS EVENFLO’S MARKETING AGENCY IN CANADA, HARBINGER WAS TRULY AN EXTENSION OF
   OUR TEAM.”
   
   THEY HAVE THE ABILITY TO MOVE THE DISCUSSION TO THE CRITICAL CONVERSATIONS
   THAT WILL UNCOVER WHAT IS NEEDED TO BE SUCCESSFUL, ALWAYS KEEPING THE END
   RESULT IN MIND. WORKING WITH THEIR TEAM HELPED US ACHIEVE OUR GOALS AND ALSO
   EXCEED EXPECTATIONS. THEY TOOK THE TIME TO BECOME IMMERSED IN OUR BUSINESS.
   THEY ARE TRUSTED ADVISORS, FLEXIBLE, PASSIONATE AND A JOY TO WORK WITH. I
   COULD NOT ASK FOR MORE IN A PARTNER.
   
   – COLIN NIAS,
   FORMER COUNTRY MANAGER, EVENFLO
   
   

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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.




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.






LATEST BLOG POSTS



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TIKTOK – IS TIME RUNNING OUT FOR THE TRENDSETTING SOCIAL PLATFORM?

With social media constantly changing and being updated to enhance the user’s
experience, these platforms are always under the microscope with rolling updates
that face the love/hate critique of users and creators.


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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.


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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.



12Next

Load More Posts



OUR SERVICES




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.

Not sure where to start or curious about our service costs?
Take a look at some of our popular

PRODUCT MARKETING PACKAGES

Our marketing services include:





LAUNCH PLANS



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


HARBINGER DESIGN LAB



Design and creative including: graphic design, branding, exhibit and event
design, media and sales kits, interactive presentations, video and photography.


DIGITAL CREATIVE & ADVERTISING



Website development, copywriting, video production, email campaign strategy and
display advertising.


INFLUENCER MARKETING



Spokesperson and ambassador identification, product seeding, reviews and
endorsement, strategic collaborations, etc.


EARNED MEDIA RELATIONS



Outreach strategy and execution, Spokesperson training, press release
development and pitching, media kits, etc.


SOCIAL AND COMMUNITY MANAGEMENT


Social strategy planning, community  development and engagement, content
calendar and creative development, performance monitoring and optimization.


CORPORATE AND EXECUTIVE PROFILE MANAGEMENT



Corporate communications, social profile management, trade strategy, thought
leadership planning, etc.


ACTIVATION



End to end vision planning and execution, staff training and on-site management,
etc.






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.





OUR DE&I COMMITMENT








Harbinger is an equal opportunity company, committed to equity, diversity, and
inclusion in our business and in our community. We are committed to creating a
culture where everyone can bring their true selves to work and embrace the
collective team potential.

We believe to stay true to our commitment, we must constantly educate ourselves,
share ideas and perspectives.  As a team, we are committed to focusing on the
following three areas, recognizing our efforts should be revisited, evaluated,
and optimized regularly.

 * Ongoing training and education for staff
 * Employee recruitment and advancement
 * Community support and client counsel

Some of our initiatives to date have included: developing our annual education
and celebration calendar, providing personal floater days for cultural
celebrations, recruiting talent that is reflective of our diverse country,
providing educational bursaries for students in support of DE&I and guiding and
counselling our clients on their DE&I efforts.






HIRE THE EXPERTS. HIRE HARBINGER.
CONTACT US FOR A FREE, EXPLORATORY CONSULTATION.






Sonya Franceschini
Senior Account Director
sfranceschini@harbingerideas.com



Katherine Fox
Senior Account Director
kfox@harbingerideas.com





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.

CONTACT US!



WE KEEP GREAT COMPANY





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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!



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