Hovis has teamed up with Olympic cycling champion Victoria Pendleton to promote the health benefits of bread and encourage consumers to get back on their bikes for a more active lifestyle.
The three year association was launched this week, with Victoria as Hovis’ “Girl on a Bike”, in a photoshoot that saw her recreating the iconic image from Hovis’ “Boy on the Bike” advert by pushing the period baker’s bike up ‘Hovis Hill’ in Shaftesbury.
Victoria will be supporting a range of exciting Hovis promotions throughout her association with the brand, starting in Spring this year.
Source: Hovis
