Domino's Pizza MY declares love for fellow brands, brands respond

We know Valentine's Day is over, but love doesn't just stop there. 

Domino's Pizza Malaysia surprised fellow brands in Malaysia with its "extremely cheesy" Valentine's Day campaign, encouraging its customers to openly declare their love for a few brands through a series of cheesy pick-up lines on social media. The brands included PepsiCo Malaysia, Gamuda Land, Grab, foodpanda, and PUBG Mobile, among others.

In a Facebook post, Domino's Pizza Malaysia said to Grab: "Hey Grab, you grab-bed my attention and now I just a-dough you". Domino's Pizza Malaysia also cleverly made references to delivery services for its message to foodpanda. "Hey foodpanda, want a slice of Valentine's fun? After all, we are two romantic souls that know a thing about good delivery," the pizza company said in a Facebook post. 

Meanwhile, other brands were also quick to post a witty response of their own to Domino's Pizza social media. The EVOS team in Singapore and Malaysia said, "We can team up as a pizza. You're the crust and I'm the topping cause I'm all over you."  Other brands who commented include RHB Group, Tropicana Gardens Mall, Telekom Malaysia, Saji Malaysia and Gamers Hideout. 

While the campaign ended on 14 February, Linda Hassan, chief marketing officer at Domino's Pizza Malaysia, Singapore and Cambodia said that the brand was going to continue the momentum. "We have something special lined up this month that all Malaysians can look forward to and participate in to get themselves not just a slice, but a mega cheesy slice of the action. All we can say for now is that you'll be left in stitches by the end of it," Hassan added. 

A+M has reached out to Domino's Pizza Malaysia for additional information on what it has planned next for its consumer, as well as its future marketing plans. 

Meanwhile, in Singapore, Domino's Pizza went with a different approach for its Valentine's Day campaign. This year, the company rewarded couples with a one for one regular pizza deal when they came dressed in colours from the company's logo - red and blue. Kym Lee, general manager of marketing, Singapore at Domino's Pizza, told A+M that the brand hoped to build and strengthen affinity with its audience through this campaign, both in stores and on social media.

"In the spirit of Valentine's Day, we wanted to encourage our fans to dress in our brand colours - blue and red as a fun way to engage with them and build brand love, while offering them a great deal. The activation will encourage people to enjoy pizzas with their Valentine's date at a Domino's outlet within their neighborhood, leading them to discover the convenience of getting quality pizzas in-store," Lee said. The campaign will be primarily marketed on Domino's Singapore's social media.

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