Switz Group has partnered with We Are Social to launch a dual-phase creative campaign for Ramadan, designed to refresh the brand’s connection with younger audiences while honouring its heritage as a Ramadan staple.
The campaign flips the traditional kitchen dynamic, empowering the younger generation to take charge with modern tortilla recipes, before pivoting to an emotional tribute to mothers and the iconic samosa baladi sheets during the Holy Month.
The campaign, brought to life by the brand team at Switz Group, We Are Social and Crave Productions, utilises a digital-first strategy, leveraging short-form video content, vlogging-style storytelling and high-impact visuals across social platforms including TikTok, Instagram and YouTube.
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The campaign is spread across two phases to drive relevance among Gen Z and young mothers in Phase 1, while reinforcing brand loyalty and the emotional value of the samosa baladi sheets during the Ramadan window in Phase 2.
In Phase 1, focusing on Tortilla, features a high-energy, vlogging-style narrative where Gen Z daughters “teach mama” new, modern recipes. This digital-first approach utilises short-form video on platforms like TikTok and Instagram Reels, targeting ‘The New Kitchen Leaders’.
In Phase 2, for the critical Ramadan window, the campaign transitions to an emotional film with samosa baladi sheets as the hero, reminding viewers that ‘Ramadan will always need mom’s touch’ and underscoring that moms are the true teachers.
Shahinda Sadek, Marketing Manager, 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.”
This ‘script flipping’ approach aims to bridge the generational gap, making the brand relevant to new cooks without alienating loyalists. Vlogging and “selfie-style” shooting formats were chosen to mirror the authentic content consumption habits of the younger demographic..
Aurelien Fonteneau, General Manager, We Are Social, said, “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.”
TikTok and Instagram Reels are the primary drivers for the “Tortilla” phase, utilizing trending audio and challenge formats. YouTube and Connected TV will support the cinematic, emotional “Ramadan” film. The campaign also taps into the ‘foodie’ and lifestyle influencer sphere, utilising creators who embody the ‘young mom’ persona to drive the ‘Teach Me Mama’ challenges.
The campaign will run from January 25th to February 22nd, 2026, with the Tortilla phase from Jan 25 to Feb 17 and the Ramadan phase from Feb 1 to Feb 22, targeting the GCC.
The media strategy prioritises high-engagement platforms where food trends originate. A phased paid social strategy will ensure maximum reach for the Tortilla launch in late January, seamlessly transitioning into the Ramadan emotional messaging in early February.
Success will be measured by engagement rates, including view-through rate (VTR) and shares on social platforms, brand sentiment analysis across generations, and sales volume of Tortilla and Samosa Baladi SKUs during the pre-Ramadan and Ramadan periods.
CREDITS
Brand Team (Switz Group):
Shahinda Sadek – Marketing Manager
Lamya Alzahrani – Marketing Executive
Mousa Alradwan – Marketing Executive
Sameer Karhadkar – Sales Operations Manager
Agency Team (We Are Social):
Danielle Bedin – Strategy Director
Alex Bianchin – Sr Production Manager
Nour Douzdar – Account Director
Ashraf Hamad – Account Manager
Rowaida Mamdouh – Community Manager
Marwan Younis – Creative Director
Nour Mohammed – Senior Art Director
Shivangi Agiwal – Media Specialist
Shohret Ragab – Copywriter
Mai Fouad – Food Stylist
Aurelien Fonteneau – General Manager
Production Agency:
Crave Productions (Dubai)
