Family wins Swissmilk mandate
The creative agency Family, based in Uster, will assume overall creative responsibility for Swissmilk’s umbrella and thematic communications. Following a multi-stage pitch, the agency prevailed over several competitors. The first campaign materials are expected to be unveiled in the course of 2026.
After a comprehensive evaluation process, the Swiss Milk Producers' Association (SMP) chose Family as its new agency. The pitch extended over several phases and required the participating agencies to provide a sound strategic classification and positioning, strong creative ideas and surprising conceptual proposals for future communication.
The focus of the collaboration is the development of national umbrella and thematic communication across all relevant channels. The aim is to position Swiss milk and dairy products as contemporary, credible and emotionally anchored in the long term - with a focus on health, sustainability and enjoyment.
The new campaign work appeals to broad sections of the population and at the same time consolidates Swissmilk's brand strength with younger target groups. The first works from the new partnership will be visible in the course of 2026.
By winning the Swissmilk mandate, Family is further expanding its position as the strategic Swiss lead agency and adding one of Switzerland's most socially relevant brands with the widest reach to its portfolio. The award-winning creative agency realizes projects for clients such as KPT, Mövenpick, Rivella, Audi F1, Amici Caffè and the Road Safety Fund.
