Power of Real-Time Marketing, Creativity, and a Pasta Racket: How Lubella Turned Iga Świątek’s Offhand Comment into a National Moment

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 (see notes to editors for references).

Not one to lose out on such an opportunity Poland’s leading pasta brand, Lubella (which is also sold in the UK) 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.

Jacek Bielarz, Marketing Director Food, Maspex Group commented: “In an era of overstimulation and shrinking attention spans, marketing can no longer rely on standard tools — it must become part of consumers’ lives, their culture, their entertainment, and the conversations they’re having on social media.

When we heard Iga’s comment about our delicious national dish, as the leading pasta brand in Poland, we simply had to respond. The Lubella brand team, together with the Feeders agency, has been working around the clock over the past week to place our brand right at the heart of this global phenomenon — one so powerful, even The New York Times took notice.”

Kuba Sagan, Co-founder of Feeders Agency added: “It’s fantastic to work with such an engaged team on the marketer’s side. It all looked like a good tennis match – with serves and returns in real time. Now the biggest polish pasta brand is releasing a real product and consumers are engaging massively in finding a name for it. That’s the power of connecting brands with culture in real time.”

International media picked up the story with equal parts bemusement and curiosity, spotlighting Poland’s surprising take on pasta. For Lubella, it’s a chance to celebrate Polish identity and elevate a humble homemade dish onto the global stage.

References to Iga Świątek’s Comment

Source: Feeders Agency

Advertising, Campaign, Feeders Agency, Iga Świątek, Lubella, Marketing, Maspex Group, Wimbledon

Power of Real-Time Marketing, Creativity, and a Pasta Racket: How Lubella Turned Iga Świątek’s Offhand Comment into a National Moment added by newsroom on July 17, 2025
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