Starting this month, Olympic gold-medallist Victoria Pendleton will be fronting a new digital marketing campaign for Hovis Wholemeal.

The cyclist will feature on promotional packaging that encourages consumers to eat fibre-rich bread for a ‘gold start’ to their day, said Hovis.

The packaging features a Union Jack ‘swish’, as well as a shot of Pendleton with her bike. The campaign will feature calorie-controlled breakfast recipes, video workouts, live web chats with the Olympic medal winner, and competition prizes, including sports equipment, toasters and Hovis bread.

Erika Reid, category controller, bakery, commented: “The Gold Start campaign drives home the message that Hovis Wholemeal is a fantastic and healthy way to start the day, endorsed by an Olympic champion.

“Brown is the fastest-growing sector in the category (+6.2%) as consumers increasingly look for health benefits when purchasing bread.”

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