Krispy Kreme is offering a donut-dispensing ATM machine at a pop-up location in London, England as part of a marketing campaign for the brand's newest donut flavor dubbed the Nutty Chocolatta donut. The ATM is located outside of the Krispy Kreme location in Holborn, and the machine creatively distributes pastries instead of money.
The ATM is a temporary location that allows consumers to receive donuts at all hours of the day. The machine is stocked with the new flavor in place of money, and serves customers on a 24-hour clock.
In addition to the ATM pop-up, the brand also put together a fake 'Confidential Internal Memo' and sent to customers debuting the Nutty Chocolatta donut. The gimmick was designed to increase hype and viral appeal through a simulated private message leak.