Switz Group has teamed up with We Are Social to roll out a two-phase Ramadan campaign that blends youthful energy with emotional tradition, aiming to strengthen the brand’s relevance among younger consumers while reaffirming its place on the Ramadan table.
The campaign opens with a digital-first push for Switz Tortilla, flipping the familiar kitchen script. In short-form, vlog-style videos, Gen Z daughters take the lead, “teaching mama” contemporary tortilla recipes. Designed primarily for TikTok and Instagram Reels, the content targets what the brand calls “The New Kitchen Leaders,” using trending audio and challenge-led formats to drive engagement.
The second phase shifts tone as Ramadan approaches. Centered on Switz’s Samosa Baladi sheets, the campaign transitions into a cinematic, emotional film that highlights the enduring role of mothers during the Holy Month. While the first phase celebrates youthful experimentation, the Ramadan film underscores that tradition and maternal guidance remain at the heart of the season.
The campaign runs across the GCC from January 25 to February 22, 2026. The Tortilla phase spans January 25 to February 17, overlapping with the Ramadan-focused phase from February 1 to February 22. YouTube and Connected TV support the Ramadan film, extending its reach beyond social platforms.
A phased paid social strategy underpins the rollout, beginning with a high-impact Tortilla launch in late January before pivoting toward emotionally driven Ramadan messaging in early February. Performance will be measured through engagement metrics and brand sentiment lift across generations.
Shahinda Sadek, Marketing Manager at Switz Group, said: “For 2026, we wanted to acknowledge the evolving kitchen dynamics in Arab homes. There is a beautiful exchange of knowledge happening: daughters are bringing new flavors with our Tortilla, while mothers remain the guardians of our most cherished Ramadan traditions. This campaign celebrates both.”
Aurelien Fonteneau, General Manager at We Are Social, added, “We aimed to capture the authentic reality of the modern Arab kitchen. By switching things up, we gave the younger generation a voice in the first phase, which allows the emotional pay-off of the Ramadan film to hit harder. It’s a story of respect, connection, and the food that brings us together.”
Switz, a baked goods brand with more than four decades of heritage in the Arab world, operates across nine countries, including the UAE, Oman, India, Mozambique, the United States and South Africa. We Are Social is a global socially led creative agency with more than 1,200 employees across four continents, working with brands such as Sephora, Starbucks, Sony and Google.
