Victoria Pendleton is the new face of Hovis


Olympic sprint gold medallist and multi-world champion, Victoria Pendleton has followed in the footsteps of Sir Chris Hoy, by putting her name to a household brand.


Using cyclists for such high profile brand endorsement was virtually unheard of prior to the Beijing Olympic Games, but with the continued success and ever growing popularity of cycling, big brands have been quick to sign up cycling's elite for television advertising.


Hoy became the face of Kellogg’s shortly after the Beijing games and this week, Pendleton announced a three year deal where she will help to promote the Hovis brand.  She will work with them to educate and encourage healthier lifestyles, including riding a bike and healthy eating.


Pendleton swaps her cycle helmet and lycra for period costume to recreate the original ‘boy on a bike’ advertisement, which was first aired in 1973 and was voted Britain's favourite advertisement of all time.


This is not the first time Hovis has been associated with cycling.  Back in 1899 they published a series of cycle road maps, which covered England and Wales.  These maps listed hostelries where Hovis bread was served. 


They also invested heavily to promote the London Freewheel ride, launched by the Mayor of London in 2007 and they have supported the National Byway, a signposted leisure cycle route round Britain on rural lanes.





Photograph: Jeff Baird




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