What initially appeared to be an accidental on-air incident during Era FM’s live broadcast has been revealed as part of a strategic campaign by Domino’s Pizza Malaysia to introduce its latest brand proposition, “Unbox Your Cravings.”
The incident took place during the Petang Era segment when DJ Haziq expressed his craving for pizza while on air alongside co-hosts Muna and Der. Shortly after freshly delivered pizzas arrived at the studio, Haziq temporarily stepped out, while Muna and Der continued their conversation unaware that the microphones were still live. The unexpected moment quickly captured public attention and gained widespread traction across social media platforms.
Era FM later addressed the situation, explaining that listeners had unintentionally overheard an off-air conversation between the presenters. The station described the moment as a natural and authentic interaction that resonated with audiences. The incident subsequently became part of Domino’s Malaysia’s broader effort to introduce its refreshed brand identity centred around the concept that cravings can occur at any time.
The “Unbox Your Cravings” campaign is built on the idea that cravings are spontaneous and often arise during everyday moments, including work, study, gaming, or even live radio broadcasts. Through this campaign, Domino’s aims to encourage consumers to embrace those cravings and enjoy moments of indulgence without hesitation.
According to Ringo Joannes, CEO of Domino’s Pizza Malaysia, Singapore & Cambodia, cravings represent genuine and immediate emotional impulses that are difficult to ignore. He stated that the campaign reflects the importance of recognising and responding to those meaningful moments of self-reward.
In conjunction with the brand refresh, Domino’s Malaysia also introduced its latest product innovation, the Thick Crunch Pizza, inspired by Detroit-style pizzas. Presented in a rectangular shape that fully occupies the pizza box, the new offering combines a thick, airy and fluffy texture with a distinctive crunchy bite. The caramelised red cheddar crust further enhances the overall flavour and texture experience.
The Thick Crunch Pizza is available in three flavours namely Aloha Salsa, Mac & Cheese, and Cheesy Pepperoni, each featuring a combination of rich ingredients and bold flavours designed to satisfy a variety of cravings.
The new Thick Crunch Pizza is now available nationwide at Domino’s outlets for dine-in, takeaway, and delivery through the official Domino’s website and mobile application. For more updates, visit www.dominos.com.my or follow @dominosmy on Facebook and Instagram.
