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Brand & Business: Domino’s Pizza Singapore invites fans and foodies to ‘get lucky’ with Mentaiko

SINGAPORE — Launched in collaboration with social media agency Socialyse, Domino’s Pizza Singapore’s latest campaign invites fans to get taiko, a popular local slang for “getting lucky,” with all-new Mentaiko pizzas available from August 15 to October 26.

Available with either succulent prawns or smoked chicken breast with chicken sausages, the Ebi Mentaiko Pizza and Tori Mentaiko Pizza are topped with creamy mentaiko mayonnaise for an umami sensation. Fans can also look forward to a new addition to the dessert menu – the Hokkaido Cream Cheese Fold, a toasted sweet and savory treat oozing with milky Hokkaido cream cheese that perfectly complements juicy pineapple chunks.

Campaign MascotMentaikat

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A fresh face will make an appearance during the campaign: the Mentaikat – a half-cat, half-cod character that was designed with inspiration from cod (where the cod roe in mentaiko mayonnaise is from) and “maneki-neko,” a common Japanese cat figurine often believed to bring good luck.

Fans may catch Mentaikat in a series of animated shorts that will be released progressively on the brand’s social pages, with humorous stories of the Mentaikat getting taiko in various (otherwise unfavorable) situations. A life-sized standee of the Mentaikat will also be displayed at the Domino’s Kebun Baru store, for those seeking the perfect photo opportunity.

 

Taiko Epic HuntTo identify and celebrate with the ultimate taiko power, Domino’s Pizza Singapore will host an island-wide Epic Hunt from September 05 to 11. During this period, customers who purchase a minimum of one Regular Mentaiko Pizza will stand a chance to receive their pizzas inscribed with the figures “88” in luscious Mentaiko sauce, along with a Golden Ticket which will entitle them to one year’s supply* of pizzas. Both online and in-store (over-the-counter and Click & Collect) purchases qualify for the Epic Hunt giveaway, with a total of 18 winners that will be randomly selected.

To redeem their prizes, customers simply need to take a photo of their unique pizza and Golden Ticket and send a DM to Domino’s Pizza Singapore on Instagram (@dominossg) with their name, email address, and proof-of-purchase to redeem their epic taiko prize. Redemption instructions will also be available on the winning Golden Tickets distributed.

*12 regular pizzas in the AllTime Favorite category. Terms and conditions apply.

Domino’s Taiko Festival

From August 15 to 21, customers who purchase the new Ebi or Tori Mentaiko Pizzas will receive an exclusive Mentaiko pizza i sticker as part of Domino’s Pizza Singapore’s one-week Taiko Festival, while stocks last. In Japan, omamori are amulets or good luck charms that carry blessings for the recipient. In addition, customers who make any purchase will receive an omamori card, while supplies last, with a code that allows them to redeem a special surprise via Domino’s Pizza Singapore’s website or over the counter.

 

Content Collaboration

To further emphasize the concept of “Get taiko with Mentaiko,” the brand is also collaborating with local content creator, Jaze Phua (@jazephua) – harnessing his strong social following and creative firepower for a short video that will be published on August 15 on TikTok, Instagram, and Facebook. Through various light-hearted scenarios showcasing Jaze getting lucky in unfortunate circumstances, the video aims to highlight the taiko element of the campaign in a humorous manner and engage with social audiences. Other collaborations are also in the pipeline, with upcoming videos from local content creators such as @moochihehe, @stylobin, @qlyxxx, and @natsalguod.

 

 

“At Domino’s, we love great pizzas and having fun with our community. We were excited to launch the new Ebi Mentaiko and Tori Mentaiko pizzas, as we recognize that most people in Singapore are huge fans of Japanese food and culture,” said Kym Lee, general manager of marketing at Domino’s Pizza Singapore. “To inject some fun, we made use of wordplay on the word taiko, and hope to excite fans with our line-up of activations and the introduction of Mentaikat – an endearing new addition to the Domino’s family.”

For more information, visit bit.ly/mentaiko2022.

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