Krispy Kreme, the American purveyor of all things doughnut, has unveiled an ATM-style contraption in London's Holborn to activate its new Nutty Chocolatta flavour.
The limited edition doughy treat is filled with the popular Nutella sandwich spread and, according a 'leaked memo' PR stunt from the brand, is set to be available nationwide on 27 May.
Krispy Kreme is giving fans the chance to preview the Nutty Chocolatta until 21 May by way of the Hole in the Wall contraption.
Devised by Devries Slam and delivered by creative technology agency Kerve, the system allows passers-by to touch their contactless card to a reader and pay two pounds for their individually-wrapped doughnut.
This is presented on a cushion accessed only when a door opens after payment. All proceeds from the activation will be donated to Teenage Cancer Trust.
The Drum heading to Holborn today (9 May) to check out the consumer reaction to the experience. Krispy Kreme's UK marketing manager, Shalini Patel, told us:
"How we're measuring success [of the Hole in the Wall] is purely based on how many people we can get down here, surprise and delight them and really give them a new experience to talk about.
"There's very different taste profiles in the UK versus the US and we work really hard to make sure the doughnuts are as appealing as they can be to the UK taste. Here it's very much an occasional treat and we make sure we position ourselves in that way to suit the needs of the UK base."
Last year the brand revealed a new initiative to drive 'cultural relevance' in the UK market, while today also saw the global brand switch from a public to a private corporation, following a $1.35bn buyout by the German group JAB Holding.