SERVING TENNIS PASTA

Creative idea

Lubella’s campaign capitalized on Iga Świątek’s viral Wimbledon moment, where she revealed her love for pasta with strawberries. The brand responded by encouraging fans to support Iga with her favorite dish and creating a racquet-shaped pasta, 'Rakiettoni.' Fans were invited to submit name suggestions, resulting in over 4,000 ideas and 2.1 million votes. The campaign integrated social media, influencer engagement, and real-time responses to connect with fans and celebrate Iga’s victory. In just 5 weeks, the pasta launched, reaching 150 million people and generating $435k in earned media. Profits from Rakiettoni support young tennis talent in Poland.

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)