In a festive collaboration for Chinese New Year 2025, Domino’s Pizza Enterprises Ltd (Domino’s) and Havas Malaysia have introduced the Golden Treasure Pizza, a one-of-a-kind creation featuring a gold coin-shaped crust and symbolic, prosperity-laden toppings. To add to the celebration, Domino’s is also launching a lucky draw, offering Malaysians the chance to win a year’s supply of free pizzas.
The Golden Treasure Pizza comes in three variants, each inspired by traditional Chinese New Year blessings:
- Salmon for abundance
- Prawn for happiness
- Chicken for opportunities
- Pineapple for prosperity
Each pizza is served on a golden cheese-filled crust, resembling a lucky gold coin, further reinforcing themes of fortune and good luck.
Havas Malaysia has infused cultural significance into a creative buy-and-win contest, inviting participants to interpret their pizza toppings as four auspicious numbers. Customers can snap a picture of their pizza, write their chosen numbers on the image, and tag Domino’s Pizza Malaysia on social media for a chance to win.
“At Domino’s, we’re always looking for ways to bring our customers closer through great food and exciting experiences. With the Golden Treasure Pizza, we’re not only introducing a festive delight but also adding an element of fun and fortune with our lucky draw. We’re excited to see Malaysians take part in the lucky draw and celebrate the season with us.” said Linda Hassan, Chief Marketing Officer of Domino’s Pizza Malaysia, Singapore, and Cambodia.
Donevan Chew, Chief Creative Officer of Havas Malaysia, added, “Chinese New Year is all about luck, prosperity, and celebration, so we wanted to turn a simple lucky draw into an exciting, culturally resonant experience. By tapping into the tradition of lucky numbers, we created a fun and interactive way for Domino’s fans to engage with the brand while embracing the festive spirit.”
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