Hovis, the bread company, is making good use of its brand ambassador and Olympic gold medallist, Victoria Pendleton. She’s been working with Hovis since 2010 and is now fronting a campaign to get more people on bikes via a series of cycle route maps. The 16 digital routes are overlays on Google Maps and feature supposed bon mottes from Victoria herself, such as: “Discover Gibside’s stunning 18th-century landscape garden and haven for nature on this route.”
The ‘Hovis Cycle Maps’ promotion is being flagged on packs of the baker’s wholemeal bread. Hovis has a long history of supporting cycling. Before Sky took over sponsorship, turning it into the SkyRide, Hovis ponied up £1.5m to sponsor the London Freewheel ride. In the 1990s the bread brand supported the National Byway with £500,000.