Blur bassist Alex James has been enrolled as Jacob’s Crackers’ ’Chief Taste Curator’ to inspire the nation to re-think lunchtime in a new #CRACKINdiscoveries campaign.
The musician, journalist and cheesemaker is working with Jacob’s to come up with inspirational recipes, helping Britain to re-think their lunch and discover new ways they can enjoy crackers as a lighter alternative to bread.
In his new role, Alex will be working with the nation’s much loved savoury biscuit brand to uncover new pairings and combinations with Jacob’s that will ultimately enable people across the UK to taste a new type of lunch with added variety, flavour and fun.
A recent survey commissioned by Jacob’s revealed that the national average lunch break is 15 minutes or less, with four in 10 typically eating at their desk when it comes to lunch at work. The survey also showed that lack of time is the leading reason people often resort to a sandwich for lunch, as the average Brit (71%) only manages 15 minutes or less on meal preparation per day.
Results also revealed that 1 in 3 people surveyed are bored by their everyday sandwich with more than half seeking new and tasty ideas (55%), having something quick and easy to prepare (61%) and wanting something budget-friendly (58%) as key considerations when it comes to choosing their lunch.
Alex’s #CRACKINdiscoveries recipes with Jacob’s use kitchen cupboard staples, as well as fresh, seasonal produce – including some of Alex’s own cheese.
Alex James said: “Those who know me know how much I love food, particularly British produce, so when Jacob’s asked me to work with them on coming up with some #CRACKINdiscoveries, it made complete sense. I’m fired up and ready to go, and can’t wait to share some of the mouth-watering creations I’ve been coming up with Jacob’s, using produce from my farm as well as some of my own cheeses.”
Jacob’s savoury marketing director, Ted Linehan, said: “We want to show that there is an alternative to the age-old sandwich, and Alex felt like the perfect fit as a partner to help us do this. He is an innovator in everything that he does – from music to cheese – and has already proven his value in some of his first #CRACKINdiscoveries that he’s created with us.”
The #CRACKINdiscoveries comes following Jacob’s launching its £15million CRACKIN’ advertising campaign earlier this year.