This month, Red Lobster is the brand that achieved the biggest uplift in its Ad Awareness.

This summer, the seafood chain’s annual Crabfest was about more than just shellfish.

In its marketing campaign, the restaurant highlighted their relationship with the crab fishers from Discovery Channel’s popular reality show Deadliest Catch to showcase their commitment to sustainable fishing practices.

The pairing served the restaurant well – YouGov brand tracking data shows that it had one of the highest bumps in Ad Awareness of the summer.

Red Lobster’s Ad Awareness score (whether someone has seen an advert for the brand in the past two weeks), went from a low of +25 in May to a high of +33 in July.

The bump was even more striking among regular viewers of the Discovery Channel. Ad Awareness among this group rose from +32 in May to a high of +52 in July.

However, despite this, data from YouGov Ratings finds that Red Lobster and Deadliest Catch attract different fans.

While Baby Boomers are the generation most likely to enjoy Red Lobster – 60% of Boomers have a positive opinion of the chain, making it their 19th favourite restaurant – it’s Generation X who have the most positive opinion of Deadliest Catch, with 40% saying they have a positive opinion of the show. Men are more likely to prefer Deadliest Catch than women, while women are more likely to like Red Lobster than men.

That said, the campaign has certainly benefitted the seafood restaurant and it will be looking to keep up the positive effect going throughout the rest of the season.