In celebration of the festive season, Domino’s Malaysia has launched a bold and flavour-packed campaign that merges beloved Middle Eastern street food with Western pizza culture: the ShaWAHma Pizza. Created in partnership with its lead creative agency FCB SHOUT, the campaign positions Domino’s as a champion of taste innovation — offering Malaysians a product that’s as expressive as it is delicious.
Shawarma, a perennial favourite across Malaysia — from Ramadan bazaars to upscale eateries — has been reimagined for pizza lovers. The new ShaWAHma Pizza brings together fragrant spiced shawarma meat, a creamy aromatic sauce, and a lime garlic drizzle, offering what Domino’s describes as “an extraordinary burst of flavour in every bite.” Paired with the Chocolate Cheese Tarts, Domino’s promises a complete festive experience that’s indulgent from start to finish.
Linda Hassan, Group Chief Marketing Officer for Domino’s Malaysia, Singapore, and Cambodia, explained the philosophy behind the launch: “Our promise is simple — ‘It’s All About You.’ That means delivering the right flavour, in the right format, at the right time. The ShaWAHma Pizza is our way of giving Malaysians a true east-meets-west experience, just in time to make this Raya even more extraordinary.”
The campaign leans into the local expression of amazement — “Wah!” — cleverly woven into the product name, ShaWAHma, which not only pays homage to the dish’s Middle Eastern origins but also expresses surprise and delight in true Malaysian style. Chung Ru Zen, Associate Creative Director at FCB SHOUT, shared: “When we tasted it, we all said, ‘Wah, that’s good.’ That was our creative springboard — a simple, authentic reaction that became the heartbeat of the entire campaign.”
The multi-channel launch strategy features TV, digital, and social media assets, as well as a massive digital out-of-home (DOOH) presence across Malaysia’s highways during the Raya travel period. With Domino’s signature Cheese Volcano crust and flame-grilled goodness taking centre stage, the visuals are designed to tempt travellers and foodies alike.
As part of the festivities, Domino’s hosted its WAH Raya Open House, giving away over 13,000 personal-sized ShaWAHma Pizzas across more than 260 stores nationwide — a move that solidified the brand’s commitment to creating memorable customer experiences, not just craveable food.
The ShaWAHma Pizza and Chocolate Cheese Tarts are available for a limited time until mid-May 2025, at all Domino’s Malaysia outlets and participating Domino’s Singapore stores.
With its ShaWAHma campaign, Domino’s continues to set the bar for culinary creativity and festive relevance, reinforcing its position as more than just a pizza brand — but a household name that speaks the language of Malaysian taste.
