First, in order to create hype we sent the bag to different fashion and lifestyle influencers in Italy and in the US as a direct mail, asking for a simple call to action: to wear it, make it part of their outfit, post it on their own media channels, and take it to events to promote it as the hottest accessory of the end of the year’s season. Second, we created a giveaway in our own social media in the US asking people to follow our account, like and comment the post for a chance of winning one.

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. Being a 185-years-old brand, the needing of a connection with new generations became crucial to avoid becoming old fashioned. Last year the brand embarked on a journey of becoming part of popular culture and find a space there that feels organic and doesn’t seem forced, a huge challenge for a scratch cooking brand.

The world had one question: What do celebs carry inside these ridiculously small purses? On a mission to organically be part pop culture, Knorr (a 185-years-old cooking brand) saw an opportunity to step up and answer it: 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 in Italy and in the US. Fashion and lifestyle are one of their main passion and interest areas, that’s why we saw an opportunity to step in these worlds by poking on a trend and jumping on it in a way that felt organic for our product. In order to create hype we sent The Bouillon Bag to different fashion and lifestyle influencers as a direct mail, asking for a simple CTA: to make it part of their outfit, post it on their own media channels, and take it to events to promote it as the hottest accessory of the end of the year’s season. We also created a giveaway in our own social media in the US by asking people to follow our account, like and comment for a chance of winning one of the bags.

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.

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

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.

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