Z2C, Pakistan’s pioneering communications and martech company, has won the media partnership mandate for Mitchell’s, Pakistan’s oldest food brand established in 1933, in its latest CPG category win.
By Imran Malik | Business & Marketing Desk | MediaBites.com.pk
Two of Pakistan’s most enduring business names have joined forces. Z2C, one of Pakistan’s most forward-thinking communications and technology companies, has announced a new media partnership with Mitchell’s, the country’s oldest food brand and one of its most recognizable household names across generations of Pakistani families.
The partnership was announced by Z2C, which described it as another significant win in the consumer packaged goods category and one that carries particular weight given Mitchell’s extraordinary place in Pakistani food culture.
“Some partnerships are about building something new. Others are about helping timeless brands continue to inspire new generations,” Z2C said in its announcement. “We’re honored to begin the next chapter with Mitchell’s as our media partners.”
Mitchell’s, Pakistan’s Oldest Food Legacy
For Pakistani audiences, Mitchell’s needs little introduction. The brand has been present in Pakistani homes longer than the country itself has existed.
Mitchell’s was established in 1933 by Francis J. Mitchell as Indian Mildura Fruit Farms Ltd., making it one of the subcontinent’s earliest organized food processing enterprises. When Pakistan gained independence in 1947, the company was renamed Mitchell’s Fruit Farms Ltd., and the brand name Mitchell’s was retained, carrying its heritage forward into the new nation’s commercial landscape.
For over nine decades, Mitchell’s jams, ketchups, squashes, and food products have been staples of Pakistani kitchen shelves, woven into the food memories of multiple generations. Few Pakistani brands carry that depth of cultural familiarity.
Z2C, From Pakistan’s First Media Agency to Martech Pioneer
Z2C brings to this partnership a heritage almost as deep as Mitchell’s own, combined with a forward-looking technology and communications strategy that positions it as one of Pakistan’s most innovative marketing services companies.
Z2C traces its origins to 1997, when it established Pakistan’s first media agency, giving it a front-row seat to nearly three decades of technological transformation in Pakistan’s communications and advertising landscape.
Today Z2C describes itself as a communications company pivoting through technology to monetise entertainment, social, sports, and commerce. The company invests in and co-creates martech solutions across commerce, insights, sports, communications, and video, working with some of Pakistan’s largest brand owners who trust Z2C to help them grow their businesses through innovative thinking.
“We are pioneers and thought leaders in the communications and social industry,” the company describes itself, positioning its work at the intersection of marketing technology and brand strategy.
Why This Partnership Matters
The pairing of Z2C and Mitchell’s represents one of the more symbolically significant brand partnerships in Pakistan’s recent marketing landscape. A company that has been innovating in Pakistani communications since 1997 is now tasked with bringing a brand that predates Pakistan itself to new generations of consumers.
Z2C’s stated mission for the partnership is precisely that challenge. “As the brand continues to evolve, we’re privileged to help bring its rich heritage to life in ways that resonate with today’s audiences while staying true to everything that has made it iconic,” the company said.
For Mitchell’s, the partnership signals a deliberate investment in modern media strategy as the 93-year-old brand seeks to maintain its relevance with Pakistan’s overwhelmingly young, digitally active population.
For Z2C, Mitchell’s adds another prestigious name to a CPG portfolio, demonstrating the company’s ability to win mandates from Pakistan’s most established brand owners.
