Switz / GCC / 2026Social · Film
Teach Mama / Ramadan Needs Mom's Touch.
Switz's two-phase GCC campaign celebrates a new generation's recipes and the traditions mothers bring to the Ramadan table.
- Brand
- Switz
- Agency
- We Are Social
- Market
- GCC
- Region
- GCC
- Year
- 2026
The challenge
Make the brand relevant to younger cooks while respecting the family traditions and loyal customers associated with its Ramadan products.
The idea
Short, vlog-style tortilla content lets daughters teach mothers new recipes; a second film reverses the dynamic to honour mothers and their knowledge of samosa-making during Ramadan.
Case study source: Campaign Middle East Source ↗
Credits
- Creative agency
- We Are Social
- Production
- Crave Productions
- Marketing manager, Switz Group
- Shahinda Sadek
- Creative director
- Marwan Younis
- Strategy director
- Danielle Bedin
- Senior art director
- Nour Mohammed
- Food stylist
- Mai Fouad
