THE SHOUT GROUP/FCB SHOUT launches the new Domino’s Double Cheeseburger Pizza

Over the years, many have tried to create the ultimate fast food fusion: combining the classic flavours of a cheeseburger with the shareability of a pizza. In theory, this is the holy grail of fast food. So when Domino’s Malaysia wanted to create their version of the cheeseburger pizza, they knew they had to deliver more. Instead of just serving a burger in pizza form, they put two must-have burger staples into a single pizza – The Domino’s Double Cheeseburger Pizza featuring tasty burger toppings AND a unique Burger Crust!

Linda Hassan, Group Chief Marketing Officer at Domino’s Pizza Malaysia, Singapore and Cambodia, said: “Inspired by our customers’ feedback, we’ve developed a new product strategy to introduce two burgers in one pizza, specifically designed to be delivered. To top it off, we’ve paired it with Crispy Fries and Loaded Cheeseburger Crispy Fries for the full combo experience. What makes this product uniquely Domino’s is the combination of cheeseburger toppings and a burger-stuffed crust—something that’s never been done before.”

FCB SHOUT, the lead creative agency for Domino’s Pizza Malaysia, kicked off the campaign by teasing the launch of a new Domino’s burger, but the twist at the end ultimately revealed the brand’s surprise new offering.

Boon Chuan Suah, Creative Director at FCB SHOUT, said: “We knew it wasn’t about the format of a burger pizza but about what makes the product uniquely Domino’s. It’s about conveying to our fans that once again, Domino’s is delivering “More”. In this case, it’s about doubling the delight by having two typical cheeseburgers experiences in one pizza.”

As part of this launch, Domino’s also introduced two playful characters Toppy and Rak Rak, who are representations of the pizza and burger combination in the ‘Find Your Double’ activation whilst handing out free samples of the new Domino’s Double Cheeseburger Pizza.

Domino’s Double Cheeseburger Pizza is available starting 22 October at all Domino’s Malaysia locations nationwide. The campaign also rolled out in Singapore on 5 Nov 2022 with Cambodia to follow soon.

Credits
Title: Double the Delight with the Domino’s Double Cheeseburger Pizza
Domino’s Malaysia, Singapore & Cambodia
Group Chief Marketing Officer: Linda Hassan
Head of New Product Development: Tengku Aidora
Specialist, New Product Development: Ida Suzila
General Manager of Marketing & Insights: Chin Sook Fun
Senior Manager of Brand Management: Kathryn Soo
Head of Creative Services, Marketing: Farrah Nordin
Assistant Manager, Creative & Design: Nabilah Dayana
FCB SHOUT
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
General Manager: Syahriza Badron
Head of Creative: Tjer
Creative Director: Boon Chuan Suah
Creative Group Head: Raphael Castellano
CopyWriter: Sin Nee Lee
Senior Designer: Clovis Liew
Senior Producer: Cheong Wai Leng
Vernacular Writer: Sal Abdul Malik
Creative Strategist: Mandy Chock
Senior Brand Director: Diana Chua
Senior Brand Manager: Jane Leong
Senior Project Executive: Nik Jasmine
Production House: KDCO
Film Director: Ng Mun Shen
DOP: Chin Cheng Fong
Executive Producer: Effendy Harjoh
Producer: Syamimi Ali
Production Manager: Syazwani Ishak
Post House: Meccanica EFX
Offline Editor: Ah Fai
Online Artist: Ereeq
Colorist: Jing
Audio House: Crosstown Connection
Producer: Ananth
Sound Engineer: Barnabas
VO Talent: Shahrizan
Photography Studio: Beyondelens
Producer: Nana Zubir
Photographers: Tak
Digital Imaging Artist: Poh
Food Stylist: Bob Niza & Syafiq