• by Tricia Despres , December 2, 2008

It doesn't exactly sound appetizing, but diners at upscale seafood restaurant McCormick & Schmick's are currently enjoying wild Alaskan King Crab legs from the Early Dawn, the boat featured on the Discovery Channel's highly rated Deadliest Catch.

"We are excited to be one of the few restaurant groups where our guests can enjoy King Crab sourced from the boat Early Dawn, which fans of the Deadliest Catch instantly recognize," explains Gregg LeBlanc, director of marketing for the chain. "Given the show's popularity, this was an opportunity for us to highlight an extremely high-quality product. Our guests have responded positively to the offering."

Since it's mentioned both on the menu and promotional materials on the table and throughout the restaurant, one would think Discovery Communications had come up with some savvy advertising partnership.

Not necessarily.

Advertising execs over at Discovery Communications were surprised to hear of the menu mentions, basically responding to inquiries with: "They have what on the menu?" But they were nonetheless happy to hear they might be getting some new seafood-loving viewers.