NIGERIA – The Pizza giant Domino’s in partnership with the US ice cream parlor chain, Cold Stone Creamery has launched a new ice cream flavor called Baby Cakes alongside a squad meal that matches family lifestyles in Nigeria.
To promote a cultural upbeat among consumers, the two are also collaborating with Biola Alabi Media to produce a movie dubbed ‘Lara& the Beat’, something geared at creating global awareness of the products, reported This Day Nigeria.
According to Marketing Manager of Cold Stone Creamery, Bimpe Olanrewaju, the pizza and ice cream chains are targeting to become lifestyle brands.
“To this end, we are always on the lookout for opportunities such as this.
Lara and the beat is a perfect fit as it has key elements that resonate with our brand- lifestyle, fashion and music.
The beautiful story of the movie inspired a new ice cream flavor, which is a delicious strawberry ice-cream layered with yellow cake and topped with a crunchy coconut shaving.”
The launch of such cultural projects marks the brand’s commitment to attracting foreign investments in the country by boosting Nigeria’s image at the international scene.
Speaking on the projects, Marketing Manager of Domino’s Pizza, Ilyas Kazeem said: “We are indeed excited about this partnership, which is why we are dedicating a new and special menu to the movie called ‘Squad Meal’”.
This menu celebrates the importance of love, friendship and the joy of sharing. It consists of a Medium Pizza, Chicken Wings and our delicious Melted Choco Pocket dessert.
The idea is to let viewers have a perfect feeling as they see the flick in the cinema and enjoy a sumptuous meal with it.”
Domino’s Pizza and Cold Stone Creamery are reported to be some of the internationally-recognized American brands embarking on rapid expansion since its entry in Nigeria.
In 2017, the pizza chain added new handmade pan pizza- thicker than conventional pizzas and cooked in special pans to its menus to expand its product portfolio.
The chain is competing with South Africa’s Debonairs Pizza brand which launched in the market few years earlier.