Loblaws has been running a campaign on the Astral Out of Home digital network which adapts automatically in real time according to the weather. By synchronising the RSS feed which it uses to transmit its content onto the network with a weather web-site, the Canadian supermarket chain could adjust its advertising to the prevailing temperature.

In all, Loblaws broadcast four original ad spots based on food, such as a star-fruit representing the sun, a cauliflower for cloudy days and a water-melon with its pips for rainy days.