As part of the bakery’s launch of its chicken madras lattice, the pasty roulette was devised by Havas PR as a way to get the nation testing their spice limits.
Kru Live was responsible for implementing the creative ideas formed by Havas PR and provided 24 members of staff to work across the country.
Members of the public were asked to spin a roulette wheel, which could land on one of five levels of spice, ranging from mild to explosive, and were offered the chance to try a pasty of that spice level.
Those who took part received a voucher for a free chicken madras lattice, rated by Greggs as spice level three, and were encouraged to upload a picture of themselves on social media using the hash tag #pastyroulette.
The activation went to Glasgow, Manchester, Leeds, Cardiff and London’s Southbank and Covent Garden.
Susanne Collin from Havas PR, said working alongside Kru Live for the campaign was a success. She added: "Havas Worldwide has developed a fantastic relationship with Kru Live over the years - we see them as part of our team."
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