Vatican City / Rome, October 9th, 2025 – In a bold and humorous marketing campaign, Domino’s Pizza made waves in Italy with its “Pardoned Pineapple Pizza” campaign.
The campaign saw an employee carrying a pineapple pizza through the Holy Door of St. Peter’s Basilica, a door that is only opened once every 25 years. Passing through this door is believed to absolve individuals of all their sins.
Interpreting this symbolic act in the Holy Year 2025, Domino’s used it as an opportunity to extend a conciliatory gesture to those who have long considered Hawaiian pizza a culinary sin.
“We know that pineapple on pizza has always been a polarizing topic, especially in Italy, the birthplace of pizza,” said Matthias Maier, Chief Marketing Officer of Domino’s Germany. “By walking through the Holy Door with our Waikiki pizza, we want to ask for forgiveness with a wink and show that taste is a matter of tolerance.”
The campaign caused quite a stir in the land of the Pope and pizza, with many people expressing their opinions on the controversial topping. However, Domino’s hopes to bring people together through the power of pizza and forgiveness.
“We wanted to make people smile and think with this stunt, and show that Pizza Hawaii can bring people around the table,” added Maier. “From now on, culinary enjoyment meets divine forgiveness – with a wink.”
The picture of the employee carrying the pineapple pizza through the Holy Door is available at AP.
For further information, please contact:
Dino Kadric
Jung von Matt
dino.kadric@jvm.com
+49 (0) 176 219 488 27
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