Video: Victoria Pendleton is new face of Hovis

Bread company recreate classic ‘boy on bike’ advert

UK bread makers Hovis have signed up Olympic cycling champion Victoria Pendleton to be the face of their advertising campaigns for the next three years.

Pendleton will appear in a new TV ad which recreates the famous 1973 Hovis ‘Boy on a bike’ scene, filmed on Gold Hill, Shaftesbury, Dorset.

A long supporter of cycling in the UK, the company sponsored the London Freewheel ride before Sky took over, and gave £500,000 to the National Byway during the 1990s.

You can watch the video of Pendleton in her new role as Hovis brand ambassador below:

What next – Bradley Wiggins selling Sun-Pat? “Fun packed, sun-packed, our SON PAT.”

You can follow BikeRadar on Twitter at

Back to top