A pub landlady is feeling the effects of her cheeky fundraising idea.

Caroline Ashworth, who runs The Beach in Minster with husband Duane, has had a tattoo at the top of her right buttock.

It is of the Victoria Cross emblem with the word “Ashworth” around it. The design was chosen after the 33-year-old let punters come up with ideas to raise money for the Victoria Cross Trust.

They paid £5 to put their suggestions forward at a fun day at the Seaside Avenue venue last month and Frank Dunn’s picture was picked out.

Mr Ashworth is patron of the trust as his son James was posthumously given Britain’s highest military honour.

The 23-year-old Grenadier Guardsman died in Afghanistan last year when the grenade he was preparing to throw to protect his colleagues detonated after he was shot by the Taliban.

Mrs Ashworth had the tattoo done on her birthday on Wednesday by one of her staff, Vicky Wilson, and it took about 40 minutes.

On Friday she said it was still a little bit sore.

“I’m feeling a bit delicate but I’m really pleased with it,” she said. “Parts of it weren’t too bad but some of it was quite sore.”