Pendleton fronts latest Hovis campaign
British track star Victoria Pendleton is fronting a new campaign created by baker Hovis to try and stop women from snacking between meals.
According to Hovis, Pendleton has worked with them to create a new 'Stop Snacking' Facebook application to entice people to eat healthily - more specifically wholemeal bread - for breakfast to keep the hunger pangs at bay and hands away from the biscuit tin at tea break.
Olympic and world champion Pendleton appears in a series of publicity shots dressed as an angel and the devil. The angel, of course, eats Hovis wholemeal whilst the devil snacks on all manner of high-sugar, fat-saturated rubbish. Probably.
Pendleton signed up with Hovis to represent the brand in a three-year deal last January, when she dressed up as the famous Hovis delivery cyclist pushing a bike up Gold Hill in Shaftesbury, Dorset.
In April, Pendleton was photographed as Audrey Hepburn's character Holly Golightly from the film Breakfast at Tiffany's.
Pendleton also appears in a new Hovis television advert extolling the virtues of wholemeal bread (YouTube clip below).
Pendleton was most recently in action at the Cali, Colombia, round of the 2010/11 UCI Track World Cup, where she showed that her build-up to the 2012 Olympic Games in London is on course by taking gold in the keirin and team sprint, with Jess Varnish.
Get The Leadout Newsletter
The latest race content, interviews, features, reviews and expert buying guides, direct to your inbox!
Related links
Pendleton adds Keirin gold in Cali
Pendleton is new face of Hovis
Victoria Pendleton: Rider Profile
Thank you for reading 20 articles this month* Join now for unlimited access
Enjoy your first month for just £1 / $1 / €1
*Read 5 free articles per month without a subscription
Join now for unlimited access
Try first month for just £1 / $1 / €1
Nigel Wynn worked as associate editor on CyclingWeekly.com, he worked almost single-handedly on the Cycling Weekly website in its early days. His passion for cycling, his writing and his creativity, as well as his hard work and dedication, were the original driving force behind the website’s success. Without him, CyclingWeekly.com would certainly not exist on the size and scale that it enjoys today. Nigel sadly passed away, following a brave battle with a cancer-related illness, in 2018. He was a highly valued colleague, and more importantly, an exceptional person to work with - his presence is sorely missed.
-
7 steps you mustn't forget when preparing your bike for spring
Mechanic to pros and amateurs alike, Glen Whittington shares his tips for the successful de-hibernation of your bike
By Glen Whittington Published
-
‘To find out post-accident that I would be in a wheelchair… I felt like my life was over’ - How adaptive bikes give spinal cord injury survivors their lives back
The High Fives Foundation provides athletes with spinal cord injuries with adaptive bikes and bike camps across the country.
By Kristin Jenny Published