Harbinger Communications

About Harbinger Communications

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“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 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

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

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 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