ABOUT

BACKGROUND
The Domino’s brand is well-established in Malaysia, with branches all across the nation. While everyone may recognise the brand from afar and know where the nearest branch is, interest in the brand has faltered through the years.

IDEA
To connect the world’s most iconic pizza topping to Domino’s, we merged it into our own logo. We topped the three white dots of our logo with yummy red pepperoni slices, making passersby do a double take of our store signage. Now, whenever they think of pepperoni, they think of Domino’s.

STRATEGY
As a pizza franchise, Domino’s markets to the masses, gaining revenue from both delivery and pick-up orders. With over 250 stores across Malaysia, everyone is familiar with seeing the iconic blue and red domino logo in their neighbourhood.

But serving pepperoni pizza isn’t new. For consumers who crave for a taste adventure, we needed to show them that this pizza is not the usual pepperoni pizza. By audaciously adding a pepperoni twist to our iconic logo signage, it added a sense of discovery back to the brand. This novelty creates a talking point, making the brand more memorable in a crowded marketplace.

EXECUTION
At high-traffic stores, we replaced the 3 white dots on our iconic domino tile logo with large 3D mocks of pepperoni. A 50% discount awaits those who discovers the pepperoni, creating a sense of FOMO for the promo.

Hidden cameras and videographers were positioned to catch the reactions of passersby. Footage of the on ground engagement was then uploaded online to garner even more foot traffic from fans, heading to their nearest Domino’s to see and savour the “Pepperonification” themselves.

OUTCOME
+31% increase in sales during the campaign period.
300,000+ organic views.