Pizza Hut Malaysia turns iconic red roof into canvas for unity in Merdeka campaign

Pizza Hut Malaysia is inviting Malaysians to celebrate the nation’s 68th Independence Day under its iconic red roof with a new nationwide art movement, Ini Rumah Kita. The campaign brings together 68 artists, ranging from established creatives to students, to reimagine the concept of “home” through their own unique perspectives.

Each artwork captures different facets of Malaysian life, from the hues of childhood memories to the rich tapestry of local cultures, yet all share a common thread: the unifying spirit of home, family, and community under the familiar Pizza Hut roof.

Don't miss: Merdeka 2025: A look at this year's brand campaigns

Beyond the visual showcase, the campaign encourages public participation through "Doodle & dine", an interactive initiative allowing diners at any Pizza Hut outlet in Malaysia to sketch their interpretation of the nation’s favourite flavours. Customers who share their creations on social media with the hashtag #pizzahutmalaysia will receive a complimentary Mushroom Soup.

Adding a taste of Merdeka to the menu, Pizza Hut has also launched a limited-time 'Cheesy curry pizza', blending the nation’s beloved curry flavours with its signature crusts. To complement the celebrations, a series of limited-edition plushies inspired by fan favourites, including garlic bread, pan pizza, spaghetti, and mushroom soup, will be available in stores from Malaysia Day on 16 September.

The campaign runs from mid-August to mid-September 2025, spanning social media channels, in-store activations, and digital out-of-home billboards across major highways including LDP, Sprint, and Federal Highway.

Mun Tuck Wai, executive creative director at MBCS, the agency behind the campaign, said, “In conjunction with Malaysia’s 68 years of Merdeka, we wanted to celebrate what it truly means to live under one roof, a roof that holds our differences, our colours, our stories and weaves them into one. Ini Rumah Kita. Malaysia, this is home.”

Aileen See, chief marketing officer of Pizza Hut Malaysia, added, “Pizza Hut has long been part of Malaysia, woven into everyday moments and celebrations. This Merdeka, we’re proud to turn our iconic red roof into a canvas where Malaysians can showcase their unique stories. Ini Rumah Kita is a reminder that while our journeys may differ, we are united by one home, and that's Malaysia.”

By weaving together multiple touchpoints, MBCS created a holistic campaign that celebrates Malaysia’s unity and diversity in both tangible and experiential ways. From the limited-edition plushies and the interactive activity, to the launch of the new pizza flavour and the artistic reinterpretations of the iconic red roof, each element connects back to the central theme of shared homes and shared identity. Together, these activations deliver a cohesive Merdeka and Malaysia Day experience that is playful, participatory, and distinctly Pizza Hut.

At the end of August, fellow F&B brand Sushi King unveiled a patriotic spin on its iconic fish logo this Merdeka season. In a bold yet subtle makeover, the homegrown Japanese dining brand swapped the logo’s usual four stripes for 14, mirroring the 14 stripes of the Jalur Gemilang (Malaysian flag). The campaign, launched with the hashtag #14BaruTepat (14 is accurate), was positioned as a creative reminder to Malaysians of the correct flag design, which often becomes the subject of debate and ridicule every patriotic season.

Meanwhile, Tealive put a uniquely Malaysian spin on this Merdeka season by blending two national favourites, durian and cultural festivity, by launching a limited-time durian drink series made with premium D24 durians. To anchor the launch, Tealive hosted its "Durian beats festival", combining music, comedy, and cultural showcases, with KJ headlining the night through a special DJ set.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry's leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles: 
Jasmine Food blends heritage, tech and community in Merdeka mural campaign
Sushi King gives its logo a Merdeka twist with 14 stripes and a creative call to action 
ZUS Coffee and MR D.I.Y. stir up DIY fun with Merdeka collab