In a nod to Icelandic Midsummer traditions, Domino’s is stripping things down with their limited edition 'Naked Pizza.' This unique offering features a simple, yet bold topping of just a single basil leaf. Domino's Naked Pizza, is designed to complement the ancient practice of rolling naked in dew-soaked grass—a ritual believed to purify and prevent illness.
On June 24, as Iceland celebrates Jónsmessa, a night steeped in magic where legends say cows talk and seals become human, Domino’s invites customers to join in the festivities by embracing both purity and simplicity. The 'Naked Pizza' will be available at all 23 Domino’s locations in Iceland for two days.
“The idea came about when a team of Pipar\TBWA creatives were casually talking about Domino’s pizzas and the team joked that one could even order a pizza with nothing on it, a naked pizza, and that would be a very high quality bread”, explains Selma Rut Þorsteinsdóttir, Chief Creative Officer at Pipar\TBWA. “So the idea for the Naked Pizza was born, and just a few days later when discussing the upcoming Jónsmessa and its nude traditions, the connection was obvious. It was the perfect naked match.”
"Our 'Naked Pizza' is a playful homage to the well-known midsummer tradition of naked dew rolling," says Ásmundur Atlason, marketing manager at Domino’s Iceland. "It’s a celebration of both cultural heritage and the core elements that make our pizza beloved by many—stripping back to just the essentials."
Customers are encouraged to take their pizza outdoors and enjoy the Naked Pizza right after their naked morning dew roll. This initiative not only celebrates Icelandic culture but also highlights the quality of Domino’s offerings.
"The Naked Pizza is a testament to the old ad industry saying that many of the most fun and creative ideas often start out as jokes. Luckily there’s no shortage of jokes at Pipar\TBWA“ says Þorsteinsdóttir.
