An advertising deal between Eblex and The Co-operative Group means Beefy and Lamby will only come out to bat if the weather is fine.

An in-store radio advertisement beef steak and lamb will only be played if the forecast for the region around a store is good.

The six-week campaign has a built-in thermal trigger to prevent Quality Standard beef and lamb being promoted when the weather is bad. Activity starts on 11 July in The Co-op's 1,243 English stores .