Switz has introduced a refreshed brand identity and new packaging as part of an effort to strengthen its connection with consumers and reflect changing lifestyles and modern motherhood across the region.
The rebranding is supported by a social-first campaign developed by We Are Social, built around the brand’s new ethos, “Yala Tfannani – Go Create”. The platform aims to encourage consumers to experiment with Switz products and use them creatively, positioning products such as Switz Tortillas as versatile options for everyday meals as well as more imaginative dishes.
The campaign focuses on the changing realities of motherhood, highlighting how mothers balance multiple roles and expectations while finding creative and practical ways to manage everyday life.
Targeting mothers aged 25–45 across the GCC, particularly in Saudi Arabia and the UAE, the campaign will use a digital-first media strategy across MBC Shahid, YouTube, Instagram and TikTok. It will feature a 45-second hero film, supported by shorter video formats, influencer-led content and community-driven initiatives.
Shahinda Sadek, Marketing Manager at Switz Group, said: “Switz has been present in kitchens across the region for generations, so this was never about walking away from our heritage. The way families live, cook and find inspiration has changed, and our new identity reflects that; giving people the same Switz they know and trust, with a renewed invitation to be creative.”
Aurelien Fonteneau, Managing Director at We Are Social, said: “Some of the strongest brands evolve because their audiences do. We didn’t want to manufacture a completely new role for Switz: we wanted to recognise the role it can naturally play in modern family life. This campaign gives the brand permission to move from simply providing convenience to enabling creativity.”
