Kru Live’s sampling road show tests the nation asking ‘can you handle it?’ Wednesday 2nd October



On behalf of Greggs and Havas PR UK, Kru Live’s team goes on tour.
Brits are a nation of scaredy cats when it comes to spice with only 1 in 5 believing they are ‘well hard’ when it comes to eating spicy snacks.
The study of 1,000 people was conducted to coincide with the introduction of Greggs new Chicken Madras Lattice, which launched with a week-long tour of ‘Pasty Roulette’.

Greggs the food on the go specialist is visiting high streets around the UK, asking the nation if they can handle the new spicy treat.

The nationwide sampling road show was created by Greggs and Havas PR UK and implemented by Kru Live – The Pasty Roulette team has so far visited Glasgow, Manchester, London’s Southbank and Covent Garden.


Members of the public are asked to spin a roulette wheel, with the chance to land on one of five levels of spice, ranging from mild to explosive. It will then be up to the shopper as to whether they are brave enough to try a pasty treat, depending on what level they land on.

Those who take part receive a voucher for a free Chicken Madras Lattice and are encouraged to upload a picture of themselves taking part to the Greggs Facebook page or twitter with #pastyroulette.

A Greggs spokesperson said: “People who like food with a bit of spice always think they can go hotter. That’s what our roulette challenge is all about, seeing what level you can handle, and we’re hoping our new Chicken Madras Lattice is the happy medium, sitting at spice level three.”

Due to the success of the activation so far, the tour continues – “Our roulette team will be out in full force this week giving the shoppers of Cardiff and Leeds for the chance to spice up their day a bit.”

Susanne Collin from Havas PR UK said “We are all agreed that it has been another successful integrated campaign between all agencies. Havas Worldwide have developed a fantastic relationship with Kru Live over the years. We see them as part of our team who are always willing to go above and beyond. The quality of their service and staffing are second to none.”