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.