Discovery Channel partnered with Kraft brand Devour to raise awareness about the frozen food brand and ultimately drive sales. This 360-program included co-branding on select Devour boxes, in-store signage at select retailers, a co-branded Shark Week sweepstakes, custom content, new discovery+ ad product, social videos and an entire hour of prime programming during Shark Week branded for Devour. The brand saw increases in favorability and consideration intent as well as an uptick in consumers likely to consider Devour of higher quality and purchasing because of the association with Shark Week.