In early 2025, Domino’s Taiwan faced a dilemma: declining sales of its Hawaiian pizza amid the global debate over pineapple as a pizza topping. Instead of shying away, the brand embraced the controversy with a bold and culturally resonant campaign.
The Challenge: With Hawaiian pizza sales dwindling and the pineapple-on-pizza debate intensifying, Domino’s needed a strategy to reignite interest and drive engagement.
The Strategy: Domino’s launched the “RIP Campaign,” announcing the symbolic “death” of the Hawaiian pizza. Drawing inspiration from Taiwanese funeral traditions, the brand staged an elaborate memorial service, complete with funeral rites and influencer participation. This blend of humor and cultural relevance struck a chord with the local audience.
Execution Highlights:
- A mock funeral event for the Hawaiian pizza, integrating Taiwanese customs.
- Collaboration with local influencers to amplify the campaign’s reach.
- Engaging social media content that encouraged user participation and sharing.
The Outcome: The campaign went viral, sparking widespread discussions and media coverage. Capitalizing on the buzz, Domino’s reintroduced the Hawaiian pizza, this time using locally sourced pineapples, aligning with consumer preferences for local ingredients.
Takeaway: Domino’s RIP Campaign exemplifies how brands can transform challenges into opportunities by leveraging cultural insights and creative storytelling. By turning a divisive topic into a unifying and engaging narrative, Domino’s not only revived a product but also reinforced its connection with the local community.