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WE’RE HIRING

Digital Strategist

Want to join a growing and dynamic team? We’re hiring for a Digital Strategist to help contribute to our evolving client and agency work. If you are an engaged leader and a candidate with 5+ years of related experience, this may be the role for you!

View our posting below, for more details and to apply.

Apply Now

Senior Website Designer

Looking to work with an amazing group of creative people? Our Design Lab currently requires a Senior Website Designer. We’re looking for an experienced digital designer who has a minimum of 7 – 10 years of work experience.

Interested? Check out our posting below for details!

Apply Now

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.

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

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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

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.

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.

Latest Blog Posts

Top takeaways from Social Media Week 2020

#SMWTO a reflection of a year that was and where we’ll go from here.

Thanksgiving throwback: how different are things really?

This year, we take a look at Thanksgivings past and a little ad nostalgia. After all, how different could things really be?

A September Like No Other

“Back to school” is looking less and less like the usual September and it will be more of a “back to routine” season. For brands that have a typical role in this time of year, there is an imperative to be 100 percent focused on understanding, support, empathy and being truly consumer focused first.

Finding Opportunity in Functional Foods and Beverages

The opportunity behind function foods and beverages is a growing tide and capturing it and the consumers that come along for the ride, is equally exciting.

Celebrating Canada’s birthday with a virtual cheer!

Celebrating brands that celebrate Canadians and localize for their needs.

Why being a trusted advisor is now more important than ever

Partnership and client service in an era of uncertainty

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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. Some of our 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

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

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

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.

Harbinger Design Lab

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

PRODUCT PACKAGE THOUGHT STARTERS

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

ABOUT US

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 Senior Leadership Team!