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FCB Shout Brings Back the Heat with Campaign for Domino鈥檚 Pizza Malaysia鈥檚 Ssamjeang Pizza

04/07/2022
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The beloved limited-time-offer Korean-inspired spicy pizzas makes its long-awaited return

Doubling down on its brand promise of 'It鈥檚 All About You' in conjunction with its 25th anniversary, Domino鈥檚 Pizza Malaysia has brought back its highly demanded and requested Ssamjeang range to give Malaysians the spicy Korean flavours that they have been missing for two years.

鈥淏ringing back Ssamjeang marks more than just the return of an iconic range but also reinforces our It鈥檚 All About You ethos. Domino鈥檚 Pizza Malaysia has always been about providing consumers with the best possible experience and that means doing nothing but our very best to give them what they truly desire at all times 鈥 which in this case, is the return of Ssamjeang,鈥 said Linda Hassan, group chief marketing officer of Domino鈥檚 Pizza Malaysia, Singapore & Cambodia. 鈥淚 couldn鈥檛 be prouder and happier with how that鈥檚 reflected in our new campaign.鈥

To celebrate Ssamjeang鈥檚 return, FCB SHOUT cooked up a 360掳 campaign that echoes the emotions of the limited-time range鈥檚 fans in the most Korean way possible 鈥 a dramatic, teary welcome that鈥檚 usually reserved for the reunion of long-lost lovers in K-dramas 鈥 while amping up on the offerings鈥 unique Korean-inspired spiciness that Malaysians love and miss.

鈥淥ur Ssamjeang range鈥檚 popularity among Malaysians makes this campaign one of the most important ones to us this year. FCB SHOUT and our team have poured a lot of heart and soul into the communication strategy and plans to bring the campaign to life, and the collaborative effort has resulted in some really wonderful works that would get all Domino鈥檚 Ssamjeang fans excited about its return,鈥 said Linda.

Aptly named 'There鈥檚 Ssam Heat You Just Can鈥檛 Beat', the campaign gives the stage and spotlight to the range鈥檚 limited-time offerings and their adored spicy taste profiles, which include fan-favourites like Ayam-Haseyo, as well as new and improved ones, such as Ssamjeang Beef Bulgogi Pizza.

鈥淒omino鈥檚 Ssamjeang has a special place in the hearts of Malaysians, so we want to ensure that our campaign does the iconic range justice in celebrating its long-awaited return,鈥 explained Jonathan Chan, associate creative director of FCB SHOUT. 鈥淓very piece of work in the campaign 鈥 from the films to the visuals 鈥 is crafted to evoke the longing and anticipation that consumers have for Domino鈥檚 Ssamjeang, through a visually stunning showcase of all the delicious and spicy Korean-inspired elements that made them fall in love with the range in the first place.鈥 

Officially launching on 4 July 2022, works from the campaign can be seen across all media channels, including ATL, BTL and social media as well as in every Domino鈥檚 Pizza Malaysia鈥檚 outlet. 

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