From pineapple on pizzas to Marmite on spaghetti, Italians have suffered all manner of indignities to their cuisine in the name of fusion food. Polish pasta brand, Lubella, and agency, Feeders – part of by The Network, – have created the ultimate indiscretion.
On April 1, they launched a line of limited-edition macarons, inspired by famous Italian dishes. Tongue-in-cheek, yes (note the launch date) Macaroni Macarons are a twist on the fusion food trend, featuring a French patisserie staple, macarons, in unconventional flavours such as spaghetti bolognese, pesto fusilli and mac’n’cheese – in an irreverent nod to Lubella’s status as the market leading pasta brand in Poland. Building on Lubella’s reputation for playful and entertaining campaigns, Feeders actively embraced the irony that the country’s best selling dried pasta brand is Polish, not Italian.
The limited-edition macarons went on sale in a custom designed pop-up café, the Lubella Café, in Warsaw, for one day only (April 1) and are available to purchase online for delivery across Poland (only).
This year’s campaign follows the brand’s previous April Fools’ Day stunt, which introduced the Macaroni Macarons as part of a competition on social media to invent an original new flavour. As well as attracting over 1,600 entries in 24 hours and reaching more than 5.5m users online, the activation generated hundreds of requests from people to purchase the macarons.
For the new campaign, the public was invited to vote for their favourite three flavours from a shortlist of six. The winning flavours were pear & gorgonzola farfalle, pistachio pesto tagliatelle and strawberry penne with cream. All six have been created for people to buy.
To build anticipation ahead of the launch date, the agency has enlisted a group of food influencers to taste-test the new macaron flavours and promote the pop-up cafe via their TikTok and Instagram accounts. Foodie fans visiting the cafe are also given the chance to be served by influencer, Agata Stankiewicz (@sugar.ladyyy), known for her reviews of sweet treats.
Luke Kołakowski, senior copywriter, Feeders, commented, “At our agency, we believe that market leaders like Lubella must do more than just sell products – they should entertain their consumers. Luckily, our bold client shares this vision, which is why we once again served up an April Fools’ campaign together. Through our tastevertising approach, we don’t just tell stories – we let people taste them. By turning an unexpected food fusion into a memorable brand experience, we’ve proven that even a playful prank can leave a lasting taste.
Credits
Creative Agency: Feeders
Creative Director: Adam Sierociński
Head of Art: Bodo Kaniewski
Senior Art Director: Magdalena Kaczanowska
Senior Copywriter: Luke Kołakowski
Senior Social Media Creative: Adrianna Kosmala
Senior Account Manager: Magda Trzebieniak
Event Manager: Grzegorz Wilpiszewski
Influencer Marketing Manager: Jakub Deka
Influencer Marketing Specialist: Magdalena Wójcik
Client: Maspex [Lubella]
Marketing Director: Jacek Bielarz
Marketing Manager: Paulina Kołodko
Senior Brand Manager: Olga Kryśkiewicz
Brand Manager: Agata Kalinowska
Marketing Assistant: Karolina Jończy
