Krispy Kreme Nutella 'Hole in the Wall' Vending Machine Pop-up

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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.

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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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