BBC iPlayer Celebrates Killing Eve With Assassin-Approved Breakfast Boxes

Influencer kits for Season 3 offer branded goodies and a letter from Villanelle

'Assassin Puffs' kits were designed to resemble cereal boxes for kids. BBC Creative
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Villanelle, the assassin portrayed by Jodie Comer in BBC America’s spy drama Killing Eve, is notorious for her creative approaches to killing targets. But murder via breakfast is a tactic that even she has yet to dream up.

BBC Creative, the network’s in-house agency, promoted the release of the show’s third season on U.K. streaming service BBC iPlayer by sending influencers themed “Assassin Puffs” breakfast boxes.

The kids’ cereal box-themed kits featured an illustration of Villanelle, and inside offered treats inspired by the series. Goodies included blood orange marmalade and “Double Shot” ground coffee in packaging with illustrations of MI6 agent Eve Polastri, portrayed by Sandra Oh. The coffee is described as “a blend of erratic and bold,” accurately summing up Eve’s personality.

The boxes offered on-theme breakfast items.
BBC Creative

Each box also had additional breakfast condiments, a toy weapon, a personalized letter from Villanelle and access to an episode.

“With the world in lockdown, and the new series of Killing Eve dropping on BBC iPlayer, we wanted to get everyone talking about our favorite assassin by creating a breakfast date with Villanelle,” said Helen Rhodes, executive creative director at BBC Creative, in a statement. “The ‘Assassin Puffs’ perfectly captured the dark humor of the series and created a palpable buzz of excitement for series three online.”

The agency sent boxes to U.K.-based influencers including Holly Willoughby and Riyadh Khalaf, who posted videos on their social media accounts of them opening the boxes. The influencer campaign drew an estimated 10 million online impressions, according to BBC Creative.


Killing Eve, which is based on the Codename Villanelle novellas by Luke Jennings, also airs on BBC America’s parent company AMC Networks and wrapped up its third season in the U.S. on May 31.

With in-person experiential still unsafe due to the Covid-19 pandemic, more brands are leaning into delivery kits as a consumer marketing tactic. HBO promoted Season 4 of Insecure with a virtual block party that included influencer kits, and HBO Max sent influencers and press similar boxes to promote its new series Love Life.

CREDITS:

Agency: BBC Creative
ECD: Helen Rhodes
Head of Planning: Mike Lean
Head of Production: James Wood
Creative Director: Olly Harnett
Creative: Clinton Harding, Juliet Kent
Producer: Ann Marie Small
Project Manager: Jenna Harrington
Planner: Sam Pavey
Digital/Social: Ashley Temple
Illustrator: Blitzcadet
Designer: George Fletcher

For BBC:
Marketing Manager: Faye Jones
Marketing: Lucy Hodson
Media Planner: Gemma Threlfall
Media Portfolio Lead: Tony Dalton


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ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.
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