SERVING TENNIS PASTA
Creative idea
Lubella's 'Serving Tennis Pasta' campaign responded in real-time to Iga Świątek’s viral confession about her love for pasta with strawberries. The brand quickly created 'Rakiettoni,' a racquet-shaped pasta to celebrate her Wimbledon victory. Fans were invited to submit name suggestions, generating 4,000+ ideas and 2.1 million votes. The pasta was launched in just five weeks, reaching 150 million people and generating $435k in earned media. The campaign combined real-time content, fan engagement, and national pride, with all profits supporting young tennis talent. The result was a highly successful, purpose-driven activation with measurable business 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)
Magda Ziemska (Brand Manager)
Daniel Karaś (Spokesman)
SERCA
Justyna Sztengreber (PR Manager)
