United Biscuits (UB) has announced that Jacob’s latest advert will feature Mark-Francis Vandelli of TV’s Made in Chelsea, and James ‘Arg’ Argent of The Only Way is Essex.

The latest in the Jacob’s Crackin’ Duets campaign sees the two reality television stars joining forces. In the advert, Vandelli and Argent have a lip sync battle at the United Biscuits Harlesden factory in London to Ride on Time by Black Box.

Vandelli said: “I’d never heard of lip syncing, let alone practised the art… in a biscuit factory! Naturally I left Arg the honour of the factory floor and all its heavy machinery, making myself at home in the boardroom, before finding myself showered in a sudden downpour of Mini Cheddars!”

Argent said: “I knew he’d bring his A-game, so I really went for it on the day to make sure my moves didn’t disappoint!”

Ted Linehan, UB’s marketing director, said: “For us, this was all about creating a match baked in heaven between our chosen reality TV stars and celebrating this on-screen, and Mark and Arg couldn’t have fulfilled the brief better.”

Last month, UB identified £500m of growth opportunity in the UK biscuit market as part of its first Biscuit Review.