Knorr is the second biggest Unilever brand. In many parts of the world is the leader in the category of stock cubes, bouillon, and seasoning powders. Being a 185-years-old brand, the needing of a connection with new generations became crucial to avoid becoming old fashioned. That’s why in the last year the brand embarked on a journey of becoming part of popular culture and join the conversation in a way that feels organic and doesn’t seem forced, a huge challenge for a scratch cooking brand. We needed to come up with an idea to do so.

2023 brought to the fashion world a very particular trend: The Mini Bag. Many Celebs like Kendall Jenner, Gigi Hadid and Cardi B were seen wearing extremely tiny purses. Brands like Jacqemus and Hermes embraced the trend and made these little items one of the hottest and most coveted accessories. This whole global hype around the mini bags had everyone in social media, blogs and in different fashion spaces asking the same questions: What in the world do celebs/people carry inside this ridiculously small purses? Knorr saw an opportunity to step up and answer that question, by poking on a trend and jumping on it at the same time. The Bouillon Bag (AKA The Mini Bag in Italy). A fashion item proportioned to carry a single Knorr stock cube. A luxury piece that blew social media, creates some headlines and hijacked the world of fashion.

We needed to connect Knorr with a younger audience: GenZ’s and 25-35 adults (Italy and the US). Fashion and lifestyle are one of the their buzziest conversations, that’s why we saw an opportunity to step in. 2023 had the fashion world talking about The Mini Bag. Kendall Jenner, Gigi Hadid, Cardi B or brands like Jacqemus and Hermes created buzz and made these bags one of the hottest accessories. But the world had one question: What do celebs carry inside these ridiculously small purses? Knorr saw an opportunity to step up and answer it. We positioned The Bouillon Bag as ‘the hottest accessory of the season’, in different fashion, lifestyle and cooking media shows and magazines, and promoted it through fashion, lifestyle and design influencers., The message: 'Add some flavour to your outfit'.

We manufactured a limited edition of 150 Bouillon Bags (75 for Italy, 75 for the US) and sent them as a direct mail to be promoted through fashion, lifestyle and design influencers; to be sent to media press, and to do giveaways for consumers on our own social media channels. The campaign was launch in December of 2023 as an excuse to promote the end of the year season’s most coveted accessory in print, social media, out of home and was also promoted by the influencers and specialized press. 30 lucky winners on each country could grab their hands into one of our bags.

974 million impressions.

3.2 million influencer reach.

1649 pieces of coverage in press (Italy, US and Japan).

40 celebrities made it part of their outfits, posted it, and carried it to events.

3245 comments, 5908 likes, and 6201 new followers on IG (more than 1000% of average interactions).

Highest engagement of an Instagram promo in the US (for a cooking brand in 2023).

+100% Google searches for Knorr in US and Italy.

Chrissy Teigen and other unpaid celebs commented it.

One celebrity wore it on the BAFTA’s red carpet.

One bag was on Ebay for USD4000.

“A SURPRISING BLEND OF HAUTE COUTURE AND CULINARY CHARM” DesignRush

“THE MINIATURE ACCESORY TREND IN A WHOLE NEW LEVEL OF ABSURDITY” TrendHunter

“THE EPITOME OF MINIMALISM IN FASHION ACCESSORIES” Taxi Design

“A GREAT EXAMPLE OF THROUGH THE LINE THINKING” PRWeek