Hovis reaffirms cycling ties with Pendleton

Hovis is launching a digital campaign fronted by its brand ambassador and Olympic gold medallist Victoria Pendleton to encourage people to “get back on their bikes” as the baker looks to exploit the surge in interest in cycling following Britain’s success in the sport this summer.

HovisWholemeal

The ‘Hovis Cycle Maps’ campaign will centre around a website that encourages visitors to lead a healthier lifestyle by incorporating Hovis Wholemeal bread into their diets.

It features 16 different cycle routes across the UK , supplied by charity Sustrans, for users to try as well as cycling tips from Pendleton.

Hovis is also working with retailer Halfords to run a weekly prize draw on its Faceboook page for contestants to win one of five Pendleton branded bikes.

Sarah Frederickson, marketing controller at Hovis, says the campaign aims to bring to the fore the brand’s long-running ties to the sport at a time when “interest in cycling is greater than ever.”

She adds: “Using our 126 years of healthy baking expertise and taking inspiration from our cycling heritage we hope to get the nation on their bikes with our new Hovis Cycle Maps.

The cycling hub will be supported PR, experiential activity, and on-pack promotions.

It marks the latest in a series of campaigns for its Wholemeal range fronted by Pendleton, who has been working with the brand since 2010. Up until now, Hovis has used the Wholemeal range to drive its ties to cycling, however this could be extended to other brands in its portfolio following the growing interest in the sport.

A spokeswoman for the baker says there’s “still potential” for further marketing around Hovis’ brands and British cycling in future and adds that the company is considering making cycling “a bigger part of our marketing activity in future”.

Other brands are looking to capitalise on the popularity of British cycling through their marketing and sponsorship activity. Costa is making its first foray into sponsorship by backing Team GB Gold medallist Ed Clancy’s cycling team Rapha Condor Sharp, while Halfords is looking to develop performance bikes for children and teenagers.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here