Is It a Burger? Is It a Pizza? The Shout Group/FCB Shout Doubles the Delight for Pizza Fans

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.” 

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.” 

Media and influencers received giant Domino's burger boxes for a delicious unboxing. 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.