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

Doubling down on its brand promise of 'It’s All About You' in conjunction with its 25th anniversary, Domino’s 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.

“Bringing back Ssamjeang marks more than just the return of an iconic range but also reinforces our It’s All About You ethos. Domino’s 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 – which in this case, is the return of Ssamjeang,” said Linda Hassan, group chief marketing officer of Domino’s Pizza Malaysia, Singapore & Cambodia. “I couldn’t be prouder and happier with how that’s reflected in our new campaign.”

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

“Our Ssamjeang range’s 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’s Ssamjeang fans excited about its return,” said Linda.

Aptly named 'There’s Ssam Heat You Just Can’t Beat', the campaign gives the stage and spotlight to the range’s 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.

“Domino’s 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,” explained Jonathan Chan, associate creative director of FCB SHOUT. “Every piece of work in the campaign – from the films to the visuals – is crafted to evoke the longing and anticipation that consumers have for Domino’s 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.” 

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’s Pizza Malaysia’s outlet.