Independent communications and brand experience agency Kreate Australia has been appointed by Farmer’s Daughters to lead PR and communications.

Farmer’s Daughters is a farm-to-table concept created by well-established Melbourne chef Alejandro Saravia, and will launch in 2020.

Kreate has been appointed to look after PR, communications, social media and strategic partnerships for Farmer’s Daughters in the lead-up to its launch and beyond.

Farmer’s Daughters is set to deliver a new dining and food experience in Melbourne which showcases the food offering of Victoria’s Gippsland region.

Saravia recently showcased his Farmer’s Daughters concept at the Good Food Awards in Melbourne, and will bring the concept further to life as part of the exclusive AO Chef Series dining experience in January 2019 at the Australian Open.

“We are thrilled to partner with Kreate to bring the Farmer’s Daughters story to life,” Saravia said.

“We were impressed by their extensive experience in both tourism, retail and hospitality communications, and in telling compelling stories about destinations; along with their strong tourism and government industry networks.”

Kreate Australia CEO Dylan Reed said: “We are so excited to be working with Alejandro and his team at Farmer’s Daughters to bring this ground-breaking project to both the media and consumers.

“We share an equal passion for showcasing regional produce and the incredible destination that is Gippsland, and look forward to working closely with a range of private and public partners to tell this exciting story.

This recent client win has seen Kreate’s team expand with the addition of Naomi Mathew to the role of PR account manager.

Mathew joins Kreate from the Public Relations Agency and, aside from the Farmer’s Daughters project, also oversees campaigns for Collins Street Precinct Group, Ted’s World of Imaging and West Hotel.