Knorr mini bag

Knorr's Bouillon Bag marks Year of the Tiny Handbag

MullenLowe UK has launched the world’s first mini bag that perfectly fits a single cube of Knorr Bouillon

By creative salon

2023 is the year of the teeny tiny handbag, held by the likes of Cardi B and Gigi Hadid, and with that trend comes a valid question: what would you even put in that thing? Knorr, a brand that is synonymous with great taste, has the perfect answer - the Knorr Bouillon cube.

The Knorr Bouillon Bag is giving high fashion and great taste to the holidays. With its bright green elegant texture and golden touches, it’s an item perfectly crafted and proportioned to carry a single stock cube, adding some serious flavor to your outfit.

The tongue and cheek campaign sees MullenLowe UK leading a collaborative effort with Deutsch NY, ITB Worldwide, Juicy Fruits, Decouture Design and Edelman US and Italy. It brings Knorr’s beloved bouillon cube to the forefront of fashion through a blended communications approach, using design, creator content, PR and red-carpet experiences to drive engagement with fashionistas, foodies and Gen Z.

The work led out of the MullenLowe London office will be live across the US & Italy this holiday season. To get your hands on the exclusive lux product, the Knorr US team are running a competition on their socials which will see 40 lucky winners receiving their own bag.

Carlos Rodriguez, Global Creative Director at MullenLowe UK said: “The idea came from an observation about the mystifying size of tiny bags and what actually goes in them. We saw an opportunity for Knorr to celebrate the holidays in a surprising way by poking fun at this fashion trend and giving their iconic bouillon cubes the love they deserve. We found the perfect thing to keep in those tiny bags and now I know what I’ll be wearing to my holiday dinners.”


Creative Agencies

Lead Creative Agency: MullenLowe UK

Secondary Creative Agency: Deutsch NY

Global Chief Creative Officer: Jose Miguel Sokoloff

Chief Creative Officers: Nicky Bullard / Samira Ansari

Global Creative Director: Carlos Andres Rodriguez

Global Business Director: Alan Bell

Global Account Directors: Rebecca Morris / Sherneur Coutinho

Global Strategy Director: Jonny Gadd

Strategy Director: Denis Camargo

Creative Directors: MyTran Dang / Jeff Good

Art Directors: Tarik Bedevi

Senior Producer: Maria Singh

Creative Operations Director: Jeremy Gelade


Company: Unilever

Brand: Knorr

Chief Marketing of Nutrition: Robert De Vreede

Global Brand VP: Frank Haresnape

Global Masterbrand Director: Niek De Rooij

Global Media Director: Valerie Morfitis

Head Of Marketing: Nicky Neerscholten

North America Marketing Lead: Gina Kiroff

Brand Manager North America: Jenna Dowd

Public Relations & Brand Communications Strategist: Jena Sussman

Head of Marketing Food Italy: Mariangela Capolupo

R&D Food Chef and Product Technologist: Anna Ferrari

Assistant Brand Manager Nutrition: Melissa Passeri


Director/Photographer - Sean De Sparengo

Production Company – Curious Productions

Production Company Producer – Lee Sands

Production Company Producer – Harley Brooks

Post Producer - Tom Gibson

Editors/Grade – c/o Curious Productions

Retouching – c/o Curious Productions

Sound – Jungle Studios

Bag Production

Model Making – Juicy Fruits – Steven Wheeler

Bag Designers - Decouture Design - Massimo Mariotti

PR Agency – Edelman Italy

Luana Maltese – Vice President

Erika Introini – Influencer Marketing Manager

Laura D’onofrio – Account Executive

Irene De Bernardi – Earned Media Specialist

Influencer Agency – ITB Worldwide

Hannah Scott – Account Director

Tene Ikomi – Account Executive

PR Agency - Edelman US

Carly Serrano, Senior Vice President

Marissa Redling, Senior Account Supervisor

Grace Ahlering Busch, Account Supervisor

Maria Schmitz, Account Executive

Charly Rok, Vice President, Earned Media


LinkedIn iconx

Your Privacy

We use cookies to give you the best online experience. Please let us know if you agree to all of these cookies.