KUALA LUMPUR, MALAYSIA – If Malaysia had a love language, it would be food and right now, that language sounds a lot like “Wah!” That’s exactly the sentiment Domino’s Malaysia is tapping into with its latest culinary mashup, the ShaWAHma Pizza. Created in collaboration with lead creative agency FCB SHOUT, the campaign is a full-bodied celebration of flavour and fusion.
Taking the soul of Middle Eastern shawarma – spiced flame-grilled meats and giving it a cheesy pizza makeover, the ShaWAHma Pizza blends bold seasoning, creamy sauces, and a zingy lime garlic drizzle into one explosive bite. Available in both chicken and beef variants, it’s Domino’s answer to a generation of Malaysians craving “something different” that still hits home.
And yes, it comes with dessert. Enter the Chocolate Cheese Tarts, a sweet finale to a savoury statement. Together, they’re an irresistible duo that defines Domino’s festive season offering.
Linda Hassan, Group Chief Marketing Officer at Domino’s Pizza Malaysia, Singapore and Cambodia, said, “When launching a new Domino’s product, we always stand by our promise of “It’s All About You”: it’s all about giving you more flavour and more value. Therefore it’s imperative to identify the right flavours, with the right format, for the right time. When these three elements naturally blend into each other, you know you have something extraordinary on hand. With this festive season, the new ShaWAHma Pizza is set to surprise Malaysians with a “best of all worlds” approach: flavours from the Middle East, in a quintessential Western format, made to celebrate a more extraordinary Raya. Now that’s something to go “Wah” over!”
Chung Ru Zen, Associate Creative Director at FCB SHOUT, said, “When we first tasted the new prototype, all we could think of was ‘Wah, that’s good.’ The idea then wrote itself; a local way to express extraordinary that fit perfectly with the Middle Eastern dish – ShaWAHma! Going beyond the product, we made sure that each element in this seasonal offering launch was as extraordinary as the new pizza.”
(R) Chung Ru Zen, Associate Creative Director at FCB SHOUT
FCB SHOUT kicked off the campaign with campaign assets for a multi-touchpoint media mix, all showcasing the mouthwatering, unabashedly meaty, flame-grilled goodness of Shawarma on a modern and crowd-favourite pizza format, made even better with an explosion of rich cheesiness with the Domino’s signature Cheese Volcano.
With the launch of this exciting new product, Domino’s has once again brought both extraordinary flavours with extraordinary brand experiences to Malaysians. Domino’s ShaWAHma Pizza is available now till mid-May 2025 (while stocks last) at all Domino’s Malaysia locations nationwide. The product is also available at Domino’s Singapore outlets.
CREDITS
TITLE: THE SHOUT GROUP/FCB SHOUT ADDS MORE “WAH” WITH NEW SHAWAHMA PIZZA FROM DOMINO’S MALAYSIA
Domino’s Malaysia, Singapore & Cambodia
Group Chief Marketing Officer: Linda Hassan
Head of New Product Development: Tengku Aidora
Specialist, New Product Development: Ida Suzila
General Manager of Marketing & Insights: Chin Sook Fun
General Manager of Brands: Aza Baizura
Head of Creative Services, Marketing: Farrah Nordin
Assistant Manager, Creative & Design: Nabilah Dayana
THE SHOUT GROUP/FCB SHOUT
Co-owners: Shaun Tay & Ong Shi Ping
Managing Director: Syahriza Badron
Executive Creative Director: Tjer
Creative Director: James
Associate Creative Director: Chung Ru Zen
Senior Designer: Fadhli Aduan
Vernacular Writer: Sal Abdul Malik
Creative Strategist: Mandy Chock
Senior Brand Director: Diana Chua
Senior Brand Manager: Jane Leong
Senior Brand Executive: Nik Jasmine
Senior Producer: Cheong Wai Leng
Production House: KDCO
Film Director: Ng Mun Shen
DOP: Chin Chen Fong
Executive Producer: Effendy Harjoh
Producer: Syamimi Ali
Production Manager: Syazwani Ishak
Food Stylist: Bob Niza & Syafiq
Post House: Meccanica EFX
Offline Editor: Ah Fai
Online Artist: Ereeq
Colorist: Jing
Audio House: Crosstown Connection
Producer: Ananth
Sound Engineer: Barnabas
VO Talent: Shahrizan
Photography Studio: Image Rom
Producer: Nana Zubir
Photographer: Delvin Xian
DI Artist: Asa & Lee Zhang Yang
Food Stylist: Annette
