United Biscuits has relaunched its Jacob’s Cream Crackers via a £1.5m campaign with former England cricketer Freddie Flintoff.

Airing today, the campaign features Freddie piecing together his ideal Jacob’s Cream Cracker. A cricket pitch featuring a variety of food is created, and the video concludes with the former England captain taking a bite, dressed in his cricket whites.

This advert builds upon the success of previous campaigns featuring TV gardening personality Alan Titchmarsh. The TV creative saw Alan create his perfect cracker topping in the image of a garden on his Jacob’s Cream Cracker.

Gerry Roads, marketing director of Savoury Biscuits, UBUK, said: “With the savoury biscuits category growing at a healthy 6%, the popularity of savoury biscuits continues to increase as more consumers come to realise the potential of Jacob’s Cream Crackers at meal-times. 

“With many consumers now seeking alternatives to bread as part of a healthy lifestyle, this campaign will highlight just how versatile Jacob’s Cream Crackers are, allowing consumers to top them in any way they like. 

As a down-to-earth British legend that’s known for his sporting successes, Freddie Flintoff is the perfect person to show consumers how to enjoy Jacob’s Cream Crackers in a different way.  We’re confident that featuring Freddie in our TV campaign will encourage more consumers to enjoy Jacob’s Cream Crackers at a greater number of meal occasions.”

Other popular brands owned by United Biscuits include McVitie’s, Penguin, go ahead!, McVitie’s Jaffa Cakes, Jacob’s, Twiglets, Mini Cheddars and Carr’s in the UK, and BN, Delacre, Verkade and Sultana in continental Europe. In 2012, 90% of UK households purchased United Biscuits’ branded products.