How Domino’s killed Hawaiian Pizza—and Brought Sales Back to Life

Written By Dan Ortiz

CREATIVE REVIEW

〰️

GLOBAL 18

CREATIVE REVIEW 〰️ GLOBAL 18

THE BRIEF:
Domino’s Taiwan faced a tough crowd: declining sales and a polarizing topping. Instead of dodging the pineapple-on-pizza debate, they leaned all the way in—by staging a full-on funeral for the Hawaiian pizza. Cue viral engagement, local cultural tie-ins, and a perfectly timed product relaunch.

🔑 Why It Worked

  • Leans into the hate: Rather than defend pineapple, they buried it—with flair.

  • Culture-first execution: A mock Taiwanese funeral turned a divisive product into shared spectacle.

  • Humor meets heart: Satirical but respectful, it struck the perfect emotional tone.

📲 Social Strategy

  • Influencers were invited to grieve publicly (and hilariously).

  • Social feeds flooded with RIP memes, eulogies, and pineapple hot takes.

  • Engagement soared thanks to user-generated content and organic amplification.

🍕 The Twist: Death Begets Rebirth

  • After the “farewell,” Domino’s relaunched Hawaiian pizza with locally sourced pineapple.

  • Nostalgia + local pride = instant demand.

  • Smart move that reframed the product without reinventing it.

📊 Results

  • Reversed downward sales trend

  • Went viral across platforms with minimal paid spend

  • Reinforced Domino’s as culturally fluent and self-aware

💡 Brand Takeaways

  • Embrace controversy—if you can make it entertaining

  • Localize with intention, not gimmicks

  • Kill your darlings (literally) to relaunch with momentum

Final Word:

Domino’s didn’t run from a bad sales chart—they hosted a funeral, made it funny, and came back stronger. Proof that creative risk + cultural fluency = brand revival.

Credits:

Agency: Havas Taiwan

Brand: Domino’s

Campaign: Domino’s RIP Campaign

Dan Ortiz
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