Olympic gold-medallist Victoria Pendleton will be fronting a new digital marketing campaign for Hovis Wholemeal, beginning this month. The cyclist will feature on promotional packaging, which 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.
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