Soul Origin has bowled a new name into its Soul Squad, signing Australian cricketer Chris Lynn as its latest brand ambassador as the food chain looks to bring some sporting star power to its latest campaign.
Lynn joins the brand’s growing roster of sporting ambassadors, including rugby league star Jarome Luai, Matildas defender Ellie Carpenter and footballer Jaime Chapman.
The partnership sees the cricketer front Soul Origin’s new Big Hitter campaign, which draws on Lynn’s reputation for clearing boundaries and his larger-than-life personality.
For Lynn, the partnership is about more than simply putting his name to a campaign, with the cricketer saying the brand’s focus on fresh, convenient food aligns with his approach to performance and everyday life.
“As an athlete, your body is your temple, so what you put into it matters. I want to stand behind food that is fresh and a better choice, but still fast, convenient and works when you’re on the go. Soul Origin ticks all those boxes for me,” Lynn said.
“It’s a fun, wholesome brand with seriously good-tasting food, quality ingredients and no compromise on flavour. That’s something I’m genuinely happy to put my name behind.”
Soul Origin chief marketing officer Petra Orrenius said Lynn was a “natural fit” for the brand.
“Chris is a natural fit for Soul Origin. He’s fun, energetic, authentic and known for going big, which aligns perfectly with what the Big Hitter Meal represents,” she said.
“We’re excited to welcome him to the Soul Squad alongside athletes like Jarome Luai, Ellie Carpenter and Jaime Chapman, and to bring our customers a campaign that combines great food, great value and a great sense of fun.”
The campaign leans heavily into Lynn’s cricket credentials, with the limited-time Big Hitter Meal taking inspiration from the batter’s reputation for big shots.
“I like to go hard, whether I’m at the crease or at lunch,” Lynn said.
“The Big Hitter Meal is bold; it’s got that SO Chilli Mayo kick, and at $16.90, it’s the kind of value that’s hard to argue with. Just like a good shot, you know straight away it’s a winner.”
Alongside the campaign, Soul Origin is also launching two new paninis — the Salami Classico and Mortadella Pesto — while rolling out its Hidden Gems potato side nationally after previously testing the product through selected drive-thru locations.
The latest partnership adds another high-profile athlete to Soul Origin’s ambassador strategy, with the brand using sporting talent to build its profile beyond its core food offering.
The Chris Lynn Big Hitter campaign, including the Big Hitter Meal, Hidden Gems and new paninis, is now available at participating Soul Origin stores nationwide.
