Victoria Pendleton has signed a three-year deal with Hovis bread to help promote the bakery’s brands – starting with recreating the famous Hovis ad of the 1970s featuring a boy pushing a delivery bike up a steep cobbled climb.

World and Olympic track sprint champion Pendleton, 29, donned period costume and climbed aboard an old-fashioned delivery bike for the shoot. She is rumoured to have signed a six-figure deal with Hovis to represent the company.

Although the original 1973 advert was made to appear that it was shot in a northern town, it was actually made by Thelma & Louise, Blade Runner and Gladiator director Ridley Scott on Gold Hill in Shaftesbury, Dorset.

As well as promoting the bread brand, Hovis and Pendleton are aiming to encourage people to take up cycling as part of the new ad campaigns.

“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,” said Pendleton.

Pendleton is currently training for the 2010 UCI Track Cycling World Championships, which will take place over March 24-28 in Copenhagen, Denmark. She is the defending individual sprint world champion.

Victoria Pendleton Hovis 2010

Victoria Pendleton Hovis 2010

Related links

Victoria Pendleton: Rider Profile

BBC Sports Personality of the Year photo gallery

  • Ken Evans

    Looks tasty !

  • Guy

    …there is not a grain of truth in that.

  • John Payne

    Bakewell tart?

  • simonaspinall

    Is this a bizarre PR launch for her intention to do Paris-Roubaix?

  • Graham Gee

    Reminds me of Piella Bakewell in Wallace & Gromit’s A Matter of Loaf and Death

  • Guy

    We all have to earn a crust…

  • Hairy Pete

    She was only the baker’s daughter but she kneaded the dough (geddit?).

  • Justin

    You can’t blame her with the kind of dough Hovis must be offering

  • Andy West

    She misheard: she thought they were giving her a Rolls but ended up with just rolls…

    Maybe to compensate for the Olympic events dropped they should add a cobbled hill climb!

  • Guy

    …she did it for the bread.