Preheat your oven to 350°F (175°C) and grease a 15x10x1 inch jelly roll pan.

In a bowl, whisk together the flour, baking powder, and salt.

In another large bowl, cream the butter and sugar until light and fluffy.

Add the eggs one at a time, mixing well after each. Add the vanilla and milk, blending until smooth.

Gradually stir in the flour mixture until combined.

Pour the batter into the prepared pan and spread it evenly.

Bake for about 12-15 minutes or until a toothpick comes out clean.

Let the cake cool for about 5 minutes. On a clean kitchen towel dusted with powdered sugar, carefully invert the cake onto the towel and roll it up, towel and all. Let it cool completely.

Mix the softened cream cheese, powdered sugar, and vanilla in a bowl until smooth. Stir in the strawberry puree.

Unroll the cooled cake gently. Spread the filling evenly over the surface, then roll it back up without the towel.

Mix together the graham cracker crumbs, melted butter, and sugar for the crunch topping. Sprinkle generously over the rolled cake, pressing gently to adhere.

Slice the roll into 1-inch pieces and serve.