Domino’s MY adds the ‘wah’ factor to festive pizza push

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Domino’s Malaysia has rolled out a limited-time campaign for its newest festive offering, the 'ShaWAHma' pizza, developed in collaboration with creative agency FCB SHOUT.

The campaign was activated across a broad media mix, with visuals spotlighting the pizza’s flame-grilled meat and rich cheese base. Key visuals highlighted Domino’s cheese volcano and DOOH takeovers along major highways, strategically timed with the festive balik kampung period.

A major touchpoint of the campaign was Domino’s WAH Raya open house, during which over 13,000 personal-sized ShaWAHma pizzas were given out at more than 260 Domino’s outlets nationwide.

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The pizza, which fuses Middle Eastern shawarma flavours with Domino’s signature cheesy indulgence, is part of a larger push to deliver bold, festive experiences to consumers across Malaysia.

Inspired by the local love for shawarma, especially during the festive period, the campaign blends two trending flavours shawarma and cheese, into one distinctly Malaysian celebration of flavour.

The 'ShaWAHma' pizza comes topped with spiced shawarma meat, a creamy aromatic sauce, and a lime garlic drizzle. Complementing the launch is another limited-time dessert item, Domino’s chocolate cheese tarts, offering an extra layer of indulgence.

This seasonal push continues Domino’s brand strategy of combining product innovation with memorable brand experiences. The 'ShaWAHma' pizza is available across Malaysia and Singapore through mid-May 2025, while stocks last.

“When launching a new Domino’s product, we always stand by our promise of ‘It’s all about you’. With this festive season, the new ShaWAHma pizza is set to surprise Malaysians with a ‘best of all worlds’ approach, flavours from the Middle East, in a quintessential Western format, made to celebrate a more extraordinary Raya,” said Linda Hassan, group CMO at Domino’s Pizza Malaysia, Singapore, and Cambodia.

“When we first tasted the new prototype, all we could think of was ‘Wah, that’s good.’ The idea then wrote itself. A local way to express extraordinary that fit perfectly with the Middle Eastern dish, ShaWAHma,” said Chung Ru Zen, associate creative director, FCB SHOUT.

“Going beyond the product, we made sure that each element in this seasonal launch was as extraordinary as the new pizza,” added Chung.

Last November, Domino's Malaysia took to the streets of Kuala Lumpur in its "Find your double" activation to promote its double cheeseburger pizza. Pairs of promoters were seen donning double t-shirts to promote the new item.

Earlier in October 2024, the pizza brand also embarked on a grand tour across Malaysia dedicated to the rich and diverse world of cheese. The 33-day campaign saw Domino's touring across eight states in Malaysia to provide free samplings of its pizza with eight types of cheese on one pizza.

This comes as Domino’s Pizza named Bastiaan de Clercq as its new president and head of marketing, covering Malaysia, Singapore and Cambodia in March this year. de Clercq was set to lead the brand's marketing teams, driving strategy, innovation and growth.

"Passionate about brand building, digital marketing, and business transformation, de Clercq leverages technology and consumer insights to accelerate growth and innovation. We will warmly welcome de Clercq as he joins the Domino’s family,” Domino's Pizza Malaysia shared with A+M.

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