The Bouillon Bag
Knorr stock cubes. Made by a 185-year-old brand. But not in any 18-year-old’s head when they think about cooking. Because most 18-year-olds aren’t even thinking about cooking. From scratch anyway. They are thinking about stuff like gaming, music, sports, fashion and celebrities. We know that cooking from scratch is better for us all - so how could we connect with that younger audience in a way that would naturally fit in their worlds? By being in their worlds.
We targeted Gen Z in Italy and the US by jumping on a crazy trend - the mini handbag - loved by celebrities and major fashion houses. But what the hell do you put in those tiny bags?
Introducing The Bouillon Bag. A crazy idea that got crazy results. Check out the case film.
The Big Idea
Jump on a trending conversation to connect with a new audience and make Knorr stock cubes the answer to ‘what the hell do they fit in that bag?’
The Cultural Impact
974 million impressions, 3.2 million influencer reach, and 1649 press mentions. And one bag sold on eBay for $4,000.
Share
The Bouillon Bag
Knorr made a statement with The Bouillon Bag—a tiny, high-fashion handbag designed to hold just one stock cube. By tapping into the viral micro-bag trend, the campaign put Knorr at the centre of the style conversation, blending fashion with flavour in a bold and unexpected way.
