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.
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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.