Kuala Lumpur, 9 May 2025 – Who can resist a fresh-off-the-grill shawarma? Not us Malaysians, that’s for sure. From street stalls to Ramadan bazaars, to swanky uptown restaurants, Shawarma has stolen Malaysian hearts, minds, and tastebuds – only growing in popularity with each passing year. As a brand committed to creating inspired new offerings, Domino’s Malaysia took TWO trending tastes of the season – Shawarma and cheese – and created a unique blend of east meets west: The Domino’s ShaWAHma Pizza!
In a campaign developed with FCB SHOUT, Domino’s Malaysia’s lead creative agency, the new ShaWAHma Pizza features fragrant spiced shawarma meat, creamy aromatic sauce, and delectable lime garlic drizzle – promising an extraordinary burst of flavour with every bite. Rounding up this new festive offering, Domino’s also launched a delightfully indulgent dessert that “Wah-ed” consumers this festive season: Domino’s Chocolate Cheese Tarts.
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.
As a substantial number of Malaysians took to the roads in conjunction with the Raya exodus, the ShaWAHma pizza made an unforgettable appearance across major highways in a massive DOOH takeover.
In line with the spirit of an extraordinary Raya, Domino’s gave away more than 13,000 personal-sized ShaWAHma Pizzas in one-day celebration called the WAH Raya Open House – with over 260 Domino’s stores nationwide taking part.
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.
