This is a promotion in the UK to encourage people to try a new Nutella filled Krispy Kreme donut that will start being widely available May 27. The money from the promotional donut sales will go to charity. The video description offers more information:
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.