Earlier this week, Krispy Kreme and Nutella combined forces with a clever marketing campaign to alert fans who had signed up to its newsletter about its new range of doughnut filled with Nutella. The marketing campaign came in the form of a 'recalled' email message from Krispy Kreme's marketing director with a typical 'confidential and for internal use only' company clause. At first, I believed that it was a genuine mistake and someone did unintentionally email the wrong list and recalled the email. But, it was part of the marketing plan.
On Monay, the Krispy Kreme shop outside of Holborn station in London became a vending machine. (Okay, so it's a human-operated vending machine as there is a human behind the window stocking them.) The hashtag #HoleInTheWall was used.
The machine simply takes a contactless card and charges two pounds. In return of successful payment, the screen lifts to reveal a doughnut in a small box placed on a red cushion. This can then be taken away and consumed.
I was at Holborn station yesterday evening, so I went to check it out. The Nutella doughnut was delicious, and it was fresh.
The Krispy Kreme Nutella doughnut vending machine is a pop-up that is only available at the Holborn branch (whilst the remainder of the store is under re-development). It is open from 8:00am to 8:00pm, and it is open until 21st May. Doughnuts cost two pounds each and only a contactless card is accepted. The proceeds go to Teenage Cancer Trust.
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