Britain’s Olympic cycling gold medallist Victoria Pendleton has signed on as the new face of Hovis bread in the lead-up to the London 2012 Olympics.
The three-year brand ambassador deal will see Pendleton appear in a series of campaigns encouraging children to get into cycling and encouraging healthy eating.
The first initiative is the Hovis Wholemeal Challenge that urges people to switch from white bread to wholemeal.
“I hope to inspire a new generation of girls and boys on bikes who enjoy cycling as much as I did when I was younger.” Pendleton said. “I’d maybe even like to inspire some cycling champions of the future.”
To launch the partnership, Pendleton has recreated the 1973 Hovis ‘boy on bike’ advert, which featured a young boy pushing a bike laden with bread through a small town.
Pendleton won gold in the individual sprint at the 2008 Beijing Olympic Games and is set to compete in the World Championships in Copenhagen in March and the Commonwealth Games in Delhi in October.
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