Is common that a cooking brand goes for chefs and cookers as influencers (not fashion and lifestyle ones). No one outside them wants to organically talk about a product that is not as sexy as other brands. This idea started by tapping into a celeb-driven trend, that everyone in social media was talking about and then answering a question many people were asking: what do celebs carry inside these ridiculously small bags? We laughed at the trend but tapped into it through brand ambassadors and influencers and social media.

2023 brought to the fashion world a very particular trend: The Mini Bag trend. Celebs like Kendall Jenner, Gigi Hadid, Lizzo and Cardi B were seen in different parties and events wearing extremely tiny purses. Brands like Jacqemus (with the Mini Le Chiquito) and Hermes (with the Birkin Bag) embraced (or set?) the trend and made these little items one of the hottest and most coveted accessories.

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. However, being a 185-years-old brand, the needing of a connection with new generations became crucial. That’s why in the last year the brand embarked on a journey of becoming part of popular culture and find a space that feels organic, a huge challenge for a scratch cooking brand.

Many celebs were seen in different parties and events wearing extremely tiny purses. Brands like Jacqemus (with the Mini Le Chiquito) and Hermes (with the Birkin Bag) embraced (or set?) the trend and made these little items one of the hottest and most coveted accessories. Some people needed to wait 6 months to get their hands on one of these and prices even went up to USD 20K+.

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? What are these tiny bags meant to carry? No one seems to have a clear answer to that. That’s where 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 hand-made luxury piece, crafted with real Italian leather and proportioned to carry a single Knorr stock cube. Yes, the question was finally answered. A piece that blew social media 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 social media and also promoted by the influencers and specialized press. 30 lucky winners on each country could grab their hands into one of our bags.

“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

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.