Domino’s Pizza has caused quite a stir in Italy with their recent campaign, “Pardoned Pineapple Pizza.” The campaign made headlines when an employee carried a pineapple pizza through the Holy Door of St. Peter’s Basilica in Vatican City, an event that only occurs once every 25 years. This symbolic act is believed to absolve individuals of their sins.
In a humorous gesture, Domino’s took advantage of the Holy Year 2025 to pardon the controversial pineapple pizza of all its “sins.” This move was met with mixed reactions in the land of the Pope and pizza.
Matthias Maier, Chief Marketing Officer of Domino’s Germany, stated, “We know that pineapple on pizza polarizes people around the world and is considered almost a culinary sin in Italy, the home of pizza. By walking through the Holy Door with our Waikiki pizza, we want to ask for forgiveness with a wink and show that taste is also a matter of tolerance.”
With this bold move, Domino’s hopes to show that pizza can bring people together, even those with differing opinions on toppings. The company believes that the stunt will make people smile and think, ultimately proving that Pizza Hawaii can be enjoyed by all. From now on, culinary enjoyment meets divine forgiveness, all with a playful nod.
A picture of the event can be found at AP.
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Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.