SERVING TENNIS PASTA

Creative idea

Lubella’s 'Serving Tennis Pasta' campaign leveraged Iga Świątek’s viral Wimbledon moment, where she revealed her love for pasta with strawberries. The brand quickly launched a racquet-shaped pasta, 'Rakiettoni,' to celebrate her victory. Fans were invited to suggest names, generating 4,000+ ideas and 2.1 million votes. The campaign was executed in real-time across social media, PR, and influencer channels, creating a direct connection with consumers. In just 5 weeks, the pasta hit the shelves, achieving 150 million reach and $435k in earned media. All profits supporting young tennis talents, blending brand promotion with social impact.

Brand name: LUBELLA
Advertiser / client: MASPEX SP. Z O.O.
Product / service: RAKIETTONI
Campaign name: SERVING TENNIS PASTA
Agency network: INDEPENDENT AGENCY
Agency: FEEDERS AGENCY WARSAW
Additional company: MASPEX SP. Z O.O.
Chief creative officer: KUBA SAGAN
Creative director: ADAM SIEROCIŃSKI (Creative Director), BODO KANIEWSKI (Head of Arts)
Art director: MAGDALENA KACZANOWSKA (Senior Art Director), ZUZA GAŁCZYŃSKA (Art Director)
Copywriter: LUKE KOŁAKOWSKI (Creative Lead))
Designer: YANA SYTNYK (Graphic Designer), VLADI KRAVETS (Motion Design Lead)
Client account director: PAULINA KOŁODKO
Managing director: DARIA POLARCZYK
Strategic planner / strategist: JOANNA SAGAN (Strategy Director)
Additional company: FEEDERS AGENCY ALEKSANDRA PIETRZAK (Account Supervisor) MAGDA TRZEBIENIAK (Senior Account Manager) ZUZIA MIELCZARSKA (Influencer Marketing Lead) KAROLINA SUDZIŃSKA (Senior Influencer Marketing Specialist) CLIENT MASPEX SP. Z O.O. JACEK BIELARZ (Marketing Director) OLGA KRYŚKIEWICZ (Senior Brand Manager) MAGDALENA ZIEMSKA (Brand Manager) DANIEL KARAŚ (Spokesman) SERCA JUSTYNA SZTENGREBER (PR Manager)