Pasta brand Lubella cooks up irreverent April Fools’ tribute to Italy

From pineapple on pizzas to Marmite on spaghetti, Italians have suffered all manner of indignities to their cuisine in the name of fusion food.

But in a PR stunt for April Fools’ Day this year, Polish pasta brand Lubella and its agency Feeders may have taken things past-a joke by launching a line of limited-edition macarons inspired by iconic Italian fare.

Created by independent Polish creative agency Feeders, ‘Macaroni Macarons’ is a tongue-in-cheek twist on the fusion food trend, featuring a French patisserie staple: macarons. But instead of conventional flavours such as raspberry, coffee or lemon, the sweet treats will taste of classic pasta dishes from Italy’s culinary canon, including spaghetti bolognese, pesto fusilli and mac’n’cheese - in an irreverent nod to Lubella’s status as the market-leading pasta brand in Poland.

As part of the prank, the limited-edition macarons will go on sale at a custom designed pop-up cafe - the Lubella Cafe - in Warsaw, for one day only. They will also be available to purchase online for delivery across Poland.

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 were invited to vote for their favourite three flavours from a shortlist of six. The winning flavours, which are pear and gorgonzola farfalle, pistachio pesto tagliatelle and strawberry penne with cream will be available to purchase both from the Lubella Cafe and online, alongside last year’s trio of spaghetti bolognese, fusilli pesto and mac’n’cheese.

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.

To build anticipation ahead of the launch date, the agency has enlisted a slew 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 will also get the chance to be served by influencer Agata Stankiewicz (@sugar.ladyyy), known for her reviews of sweet treats.

The Lubella Cafe will open on 1 April 2025 at 82 Jana Pawła II Avenue, Warsaw, Poland and Macaroni Macarons are also available to purchase online (delivery in Poland only).

Credits

Feeders Agency
Adam Sierociński: Creative Director
Bodo Kaniewski: Head of Arts
Magdalena Kaczanowska: Senior Art Director
Luke Kołakowski: Senior Copywriter
Adrianna Kosmala: Senior Social Media Creative
Magda Trzebieniak: Senior Account Manager
Grzegorz Wilpiszewski: Event Manager
Jakub Deka: Influencer Marketing Manager
Magdalena Wójcik: Influencer Marketing Specialist
Lubella: Maspex
Jacek Bielarz: Marketing Director
Paulina Kołodko: Marketing Manager
Olga Kryśkiewicz: Senior Brand Manager
Agata Kalinowska: Brand Manager
Karolina Jończy: Marketing Assistant