Domino's MY takes the ultimate fast-food fusion to the streets of KL

Domino's Malaysia has taken to the streets of Kuala Lumpur in its recent "Find your double" activation. The activation aims to promote its new 'double cheeseburger pizza' and brings two characters named Toppy and Rak Rak as they hit the streets to distribute free pizza samples. 

The playful duo represents the combination of two beloved fast-food items—pizza and burgers—offering the public a chance to experience the new product firsthand. Pairs of promoters were also seen donning double t-shirts to prmote the new item. 

The campaign also rolled out in Singapore on 5 November, with Cambodia to soon follow. 

Don't miss: Domino's Singapore apologises after National Day delivery blunder

In addition, Domino's Malaysia has also unveiled a new commercial to showcase the new product's ingredients and concept such as meat, pickles and burger sauce on top of a pizza.

It also introduced an all-new burger crust. Paired with crispy fries and loaded cheeseburger crispy fries, the new menu item aims to cater to customers who crave both the comfort of a cheeseburger and the indulgence of pizza.

"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," said Linda Hassan, group chief marketing officer at Domino's Pizza Malaysia, Singapore and Cambodia. 

The campaign was created in collaboration with creative agency FCB Shout. “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," said Boon Chuan Suah, creative director at FCB SHOUT. 

This isn't the first time Domino's Malaysia has hit the road. Earlier in October, the brand embarked on a grand tour across Malaysia dedicated to the rich and diverse world of cheese.

The campaign saw the pizza brand touring across eight states in Malaysia including Kuala Lumpur, Putrajaya, Pulau Pinang, Ipoh, Negeri Sembilan, Melaka, Johor Bahru and Kuantan to provide free samplings of its pizza with eight types of cheese on one pizza. 

Running for 33 days, the campaign, titled "Domino's kembara world cheese tour hits eight states in Malaysia" was executed through an LED walking billboard and a car which featured a 3D cheese on the car roof. 

Related articles: 
Have you heard Domino's Pizza's AI-curated playlist yet?
Domino's 'pepperoni-fies' iconic logo in new campaign
Domino's Pizza MY tosses social media remit to Havas