Channel 4 is looking to sign-up food and drink brands for a new advertising initiative that will air their adverts only when the weather is good.

The company is looking for five brands to take up its Sun Seeker package, which allows brands to move airtime booked in July and August to hit hot days. It is targeting brands whose sales will be particularly affected by sunshine.

Using Met Office forecasts and working three days in advance, booked airtime will be deferred if the peak temperature in London is forecast to be less than 23C. At the end of August, if all airtime has not been transmitted, the cost of the unused airtime will be returned.

"In a tough economic environment we are giving appropriate advertisers a surer way of capitalising on what is predicted to be a fantastic summer," said C4 strategic sales group manager Chris Braithwaite.