Kuala Lumpur, Malaysia – Domino’s Malaysia–in its desire to create their version of the cheeseburger pizza–launched the Domino’s Double Cheeseburger, its latest offering featuring must-have burger staples into a single pizza, featuring tasty burger toppings and a unique burger crust.
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.
For this launch, 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.
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.”
Meanwhile, 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.”
