Soul Origin appoints Dig as new strategic and creative agency following a competitive pitch

Dig has been appointed as Soul Origin’s lead strategic and creative partner following a competitive pitch process.

Dig 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.

Says Lisa Ramsey, Managing Director of Dig: “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. It really is the destination for great food and drinks with no compromises.”

Says Petra Orrenius, Chief Marketing Officer of Soul Origin: “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.

“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.”

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. This recognition celebrates the incredible journey the brand has taken, redefining how it connects with customers, innovates across its menu, and shows up in the digital space.

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