Domino’s covers SG landmarks in cheese for new pizza launch

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Domino’s Pizza Singapore is covering iconic landmarks in Singapore with cheesy lava to mark the launch of its Cheese Volcano Pizza.

Done in collaboration with Havas Play, the social media activation served as teasers of the product’s unique selling point by showing cheese overflowing at landmarks such as Lau Pa Sat and the iconic Toa Payoh dragon playground.

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“This campaign, which centres around the concept of ‘An Eruption of Flavour and Fun’, spotlights Havas Play’s playful twist on highlighting the ingredients in an appealing and fun way,” said a spokesperson from the agency.

Consumers can also expect the launch of an AR filter game that seeks to further engage them in the world of the Cheese Volcano Pizza.

The pizza comes in Cheese Volcano Hawaiian Paradise and Cheese Volcano Beef Pepperoni flavours with a liquid cheese centre for individuals to dunk their pizzas into.

“Cheese on pizza is not a novel concept, hence Domino’s has dialed up the pizza-tasting experience with a dipping bowl in the middle to spice things up for even the most seasoned pizza lovers,” added the spokesperson.

There will also be a limited launch of a I-Heart-You chocolate lava cake from 1 to 14 February in line with Valentine’s Day.

Not a stranger to unique campaigns, the brand recently announced that it was on the hunt for a chief spicy officer in Malaysia recently.

A chief spicy officer is a pizza enthusiast with a love for spicy food, according to Domino's. Domino's Pizza will be offering the chosen chief spicy officer a day filled with exclusive perks where they will be chauffeured to their workplace and be given a personal assistant for a day.

The chief spicy officer will also get the opportunity to network with executives from Domino's and learn insights from the company.

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