Dig x Soul Origin.
Dig has been appointed Soul Origin’s lead strategic and creative partner following a competitive pitch process.
The agency is leading the brand’s creative and strategic direction across out-of-home, digital, social, radio, and activations, as well as utilising the assets across instore menu boards.
“Soul Origin has been serving specialty coffee and fast, healthy food in food courts and airports for over 14 years, serving over 22 million customers per year,” said Dig managing director Lisa Ramsey.
“It really is the destination for great food and drinks with no compromises."
The appointment follows Soul Origin’s 2025 win at the QSR Media Conference & Awards 2025, where the brand was recognised with the Best Brand Transformation Award.
“From the start, Dig understood the job to be done, making our dishes look irresistible while crafting a tone of voice that connects with every audience,” said Soul Origin chief marketing officer, Peta Orrenius.
“Our work together is already kicking goals, with the first tactical campaign, featuring Jerome Luai, resulting in a +31% growth of Tiger Buns sales and +47% of the Tiger Bun Combos.”
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