Switz, a prominent player in the global baked goods industry, has partnered with We Are Social (formerly Socialize) to launch its latest back-to-school campaign, spotlighting the brand’s popular tortilla range as the hero choice for back-to-school meals.
The campaign celebrates the diversity of mums across the MENA region because while their parenting styles may differ, they all agree on one thing: Switz tortillas are the most trusted choice for school lunches.
To make the message truly relatable, Switz showcased a variety of real-life mom personas – from those who love styling uniforms, to the ones focused on academics, to those simply counting down to a quieter house – each with her own way of doing things.
The campaign’s main film shot by The Goldmine Films. It was rolled out through digital and social channels, including the brand’s owned channels, as well as through influencer collaborations. It also included organic and paid media, active across Instagram TikTok, Snapchat and YouTube.
View this post on Instagram
The social-first and digital-first strategy was chosen to connect directly with the target audience of moms and families preparing for the school season, while also optimising paid budget.
Switz’s campaign highlighted one thing all moms have in common, despite their differences: When it comes to nutrition, food and quality, they will always choose what’s best for their children. In this case, Switz’s tortillas.
To help amplify the campaign on social media, Switz teamed up with TikTok influencers to create their own back-to-school recipes using Switz’s tortillas—tapping into TikTok’s audience of Gen Z mums that appreciate celebrating all the different ways that mums do things.
@cookingwithzahra Back-to-school mornings can feel busy, but I’ve always believed that packing a lunch is more than just food , it’s an act of love. When my kids were younger, I loved making fun, colourful lunch boxes. Their excitement filled my heart every single time. Now that they’re older, those little gestures still bring back nostalgic joy. Here are two simple lunch box ideas made with Switz Original Tortilla Wraps that are quick, colourful, and full of love. Because with Switz, every lunch becomes more than a meal — it’s a memory. @Home of Switz | سويتز #tiktokcookbook #cookingwithzahra #backtoschool #backtoschool2025 #lunchbox
The campaign, which is running in the UAE and Saudi Arabia, with wider reach in Kuwait, Qatar, Oman, Bahrain, Iraq and Jordan, is due to run throughout September.
The success of the campaign is being measured through reach, impressions, engagements and other defined key performance indicators (KPIs), with performance being carefully tracked and optimised through the campaign.
CREDITS:
Client: Switz
Social and digital agency: We Are Social / Socialize
Production house: The Goldmine Films
