Hovis employs leggy Olympic cyclist, Victoria Pendleton, to promote its new year health kick PR push.
Pictured, for a reason that isn’t apparent, as a Wizard of Oz’s Dorothy, she’s brandishing a basket of the mass market breadmaker’s goodies (sadly no baps on display, etc - groan) for branding.
As is the norm for stories using celebs to promote a PR push, the brand is secondary to the star’s gossip - in this case that she’s going to take a year off cycling post-Olympics. 
Still, the story is branded and the publicity shots get used along with library pics.
(via Victoria Pendleton: London 2012 could be my Olympics swansong - mirror.co.uk)

Hovis employs leggy Olympic cyclist, Victoria Pendleton, to promote its new year health kick PR push.

Pictured, for a reason that isn’t apparent, as a Wizard of Oz’s Dorothy, she’s brandishing a basket of the mass market breadmaker’s goodies (sadly no baps on display, etc - groan) for branding.

As is the norm for stories using celebs to promote a PR push, the brand is secondary to the star’s gossip - in this case that she’s going to take a year off cycling post-Olympics. 

Still, the story is branded and the publicity shots get used along with library pics.

(via Victoria Pendleton: London 2012 could be my Olympics swansong - mirror.co.uk)