Domino's 'pepperoni-fies' iconic logo in new campaign

Domino's pizza MY has 'pepperoni-fied' their iconic logo by peppering fabricated pepperoni slices on the signage of its S15 store in Subang Jaya in tandem with its launch of its limited-edition Pepperoni-Roni pizza, which has 150% more pepperoni than the regular pepperoni pizza.

The original logo, which features a stylised blue and red domino tile, now has had its white dots replaced by pepperoni slices. 

Passers-by who spot the pepperoni slices will get to buy the limited-edition pizza for 50% off by showing a picture of the 'pepperoni-fied' Domino’s logo to a staff member.

Dominos also took the campaign to social media by turning its Highlights section on its Instagram page into slices of peperoni with a special offer hidden within the image slides.

It also held a social media challenge challenging consumers to message the fast food chain with the pepperoni pizza emoji. Once users tap on the emoji, they will reveal a hidden paddle game. Score 15 points and you’ll get a free pizza, score over 50 points and you’ll win a year’s worth of pizzas.

The effort was also expanded to Singapore with the teams turning its display picture and highlight covers on Instagram to pepperonis.

The campaign was done in partnership with Havas Malaysia which recently won the pizza chain's social media remit. 

Havas Malaysia will be overseeing the brand's always-on strategies, activations and influencer marketing initiatives, it said in a statement at the time. This decision to extend the remit follows the longstanding relationship between Domino's Pizza, Socialyse Singapore and Havas Play. 

“We have been working with the Singapore team for a long time now and have been consistently impressed by their creative and integrated solutions. We have also seen how this model has worked seamlessly across both Singapore and Malaysia”, shared Linda Hassan, group chief marketing officer of Domino’s Pizza Malaysia, Singapore, and Cambodia.

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