Kuala Lumpur, Malaysia – Pizza brand Domino’s in Malaysia has appointed advertising agency FCB Malaysia to be its new agency of record for creative duties. This appointment comes as a result of several chemistry sessions and a subsequent creative proposal made by FCB during the fourth quarter of 2021.
Following the move, FCB Malaysia has developed a new campaign for the pizza brand’s new ‘Mega Cheese Pizza’. It was created on the idea of ‘Can’t Get Cheesier Than This’, as the new pizza is loaded with up to half a kilogram of cheese.
Linda Hassan, the group chief marketing officer of Domino’s Pizza Malaysia, Singapore, and Cambodia, shared that the work FCB has done in taking challenger brands to the next level in Malaysia is well documented, so they were already confident of their capabilities.
“What sealed the decision was the unmistakable entrepreneurial energy that they brought to the table. Their passion for our business was apparent from the get-go and very quickly, we knew that they were the sort of agency that would completely invest themselves in making our ambitions their own,” said Hassan.
Meanwhile, Shaun Tay, FCB Malaysia’s co-owner and CEO, commented, “We’ve seen how innovative Domino’s marketing team has been in leveraging the identity of a global powerhouse to promote a proposition that embraces local marketing flavour. As a best-of-both-worlds agency ourselves, opportunities like this are what we live for!”
Shi-Ping Ong, FCB Malaysia’s co-owner and chief creative officer, explains that going into the campaign, they knew exactly what their game plan was – to claim cheesy superiority for the Domino’s Mega Cheese Pizza.
“This is why we decided to build our idea around the cheesiest things that would give people the goosebumps, and then use various media – from thematic and product films to radio and even print – to bring the campaign to life. By doing so, we are able to deliver a sensory overload of cheesiness not only conceptually, but also visually and auditorily,” said Ong.
The campaign is now available across TV, digital, radio, OOH, and in-store, as well as social media.
