MarketingWeek say "The Premier Foods-owned brand will deploy Pendleton in a series of campaigns, including encouraging cycling; healthy-eating and education initiatives. The first initiative will be the Hovis Wholemeal Challenge that urges people to move their breakfast bread choice from white to wholemeal."
Hovis marketing director Jon Goldstone says “Hovis is renowned for Britain’s favourite ad, the iconic ‘Boy on a Bike’ and we are delighted to announce Vicky as our new ‘Girl on a Bike and are very excited about our plans for the next three years.”
Victoria Pendleton is currently with a large group of Sprinters from the Breat Britain Cycling team, including Sir Chris Hoy in Perth (Australia) training for the forthcoming Track Cycling World Championships which in 2010 will be held in Denmark. Talking about being signed up to the famous brand, Victoria says "I hope my work for Hovis will inspire a new generation of ‘girls and boys on bikes’ who enjoy cycling as much as I did when I was younger and maybe even inspire some champions of the future.”
See the advert here on YouTube website:
- Story posted January 7
- Pendleton the Face of Hovis BreadOne of the country's most well known brands of bread, Hovis, has signed up Olympic, World and Commonwealth Games sprint cycling champion, Victoria Pendleton. In a deal said to be worth six figures, Pendleton will join her sprint teammate in Team GB, Sir Chris Hoy, on television as she fronts the latest advert for the famous bread while Chris can be seen advertising Bran Flakes.