Carat Western Australia, a dentsu company, has been appointed to the Harvest Road Group, an integrated Cattle, Beef and Aquaculture business. The Harvest Road Group is home to renowned Western Australian brands Harvey Beef and Leeuwin Coast.

Under the new partnership, Carat will be responsible for media strategy, planning, and buying services across the Harvest Road Group portfolio.

The Harvest Road Group, which was acquired by Andrew Forrest in 2014, has grown to focus on three core areas: Meat, aquaculture, and plant-based. The group's operations span the entire state from the Kimberley region in the north down to Albany in the south, partnering with over 1,400 small businesses. The group delivers quality produce to customers across Australia and around the world through its lead brands Harvey Beef and Leeuwin Coast.

"Carat will help us connect with even more West Australians, to tell our unique and compelling brand stories," said Monica Slack, Harvest Road Brand Manager. "We were very impressed with the level of strategic thinking that Carat displayed, and we believe they have the right mix of agility, expertise, and resources to support us. They clearly demonstrated their proficiency in data insights, media strategy and have a team who are committed to supporting our charge for growth."

For Carat WA, the appointment continues the agency’s strong growth trajectory in 2024 and follows on from the agency securing a partnership with Summit Homes.

"It’s exciting to add a premium brand to our roster and partner with a powerful West Australian business looking to achieve accelerated growth across the country," said Michelle Testa, Carat’s Client Lead.

"We put dentsu’s proprietary planning and geomapping tools to the absolute test on this new business approach and were able to demonstrate our capability and new thinking as a result," added Sophie Park, Harvest Road Client Manager.

The appointment is effective immediately.

Pictured (L -R): Elise Elms, Client Associate, Alan Bayliss, Client Director, Sophie Park, Client Manager, Sam Giuffre, Group Investment Director, Michelle Testa, Client Partner