Serving the Winning Recipe

One of Poland’s most beloved summer dish is pasta with strawberries and cream. It’s a sentimental favourite, a source of national pride. Polish tennis star Iga Świątek made headlines around the world last week - before going on to win the Wimbledon Ladies final - with her casual mention of her love of the dish in an interview.

Not one to lose out on such an opportunity Poland’s leading pasta brand, Lubella and agency Feeders sprang into action with a spontaneous real-time marketing campaign channeling the power of real-time reactions, instant creative execution, and authentic connection between brand, audience, and culture. In a social media post reacting to Iga’s Polish lifestyle influencer @make_life_harder (1.7m followers on Instagram) challenged Lubella: "What if you made pasta in the shape of tennis rackets?"

Within hours, Lubella confirmed the feasibility that this could become a reality, and production of a tennis racket-shaped pasta was underway, in celebration of Iga’s epic win for Poland. Lubella fans were able to be part of the fun when the brand invited them to submit name suggestions for the new pasta on social media – turning it into a co-creation campaign. The experience unfolded in synchronization with Iga’s advance to the Wimbledon final, and then win, fueling the wave of “Iga-mania” that had already gripped the country.

The name of the new pasta will be announced by the end of July.

The pasta will be available in stores across Poland within weeks as a limited edition, with the possibility of it being a permanent product.