| BY Ricki Green |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. 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. Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.